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-Limit Ltd
20-22 Wenlock Road
London
England
N1 7GU
Trading As:www.europeanhealthcard.org.ukProduct:“Copycat” websiteBackground Information
Misleading Advertising: -Limit Ltd is in breach of the UK Advertising Code for not making clear on the www.europeanhealthcard.org.uk website that it is not the official government channel for applications for the European Health Insurance Card (EHIC).
This is an updated listing. The www.europeanhealthcard.org.uk website was formerly controlled by Europe EHIC Services Ltd, but in March 2016 the website was transferred to control by -Limit Ltd, which is owned by the same directors. This entry has been updated to reflect this change.
The CAP Compliance team has been taking market-wide action about the advertising of official services or documents on websites that are not the official government channel, including websites for EHICs. The EHIC is available free of charge via www.gov.uk or the NHS Choices website: http://www.nhs.uk/NHSEngland/Healthc...the-ehic.aspx/.
The www.europeanhealthcard.org.uk website is headed “EUROPEAN HEALTH INSURANCE CARD (EHIC)” and consists of text, an application form and a large picture of an EHIC.
The www.europeanhealthcard.org.uk website was investigated by the ASA in 2014, when the ASA considered that consumers were likely to infer that a website providing application services for, or a platform to obtain, government-issued documents or services was official, unless it made clear that this was not the case.
Amongst other requirements, websites should make clear their unofficial status by including a prominent disclaimer alongside calls to action, which should allow consumers to understand the non-official nature of the service and the additional cost of using that service compared to using the official service directly. Disclaimers should be prominent and separate from other information, and appear alongside calls to action and the most prominent price statements on each page.
Although the homepage has a disclaimer in the text at the top of the page, this does not make clear the additional cost of using the service compared to using the official service directly. Furthermore, there are no disclaimers alongside the calls to action, such as “Apply Now”, “Renew an expired EHIC Card”, “Replace Lost/Stolen EHIC Card”, “Next” or the most prominent price statements – “Standard Application £23.50” and “Fast Track Application £24.99” on the homepage.
The CAP Compliance team has contacted Europe EHIC Services Ltd/-Limit Ltd but they have not amended www.europeanhealthcard.org.uk to comply with the Code. Because of Europe EHIC Services Ltd/-Limit Ltd’s continued non-compliance we took the decision to place their company details on this section of the ASA website on 21 August 2015. These details shall remain in place until such time as Europe EHIC Services Ltd/-Limit Ltd has appropriately amended the claims on their website to ensure compliance with the CAP Code.
More information about “copycat” websites
The ASA has previously published information about “copycat” websites, including advice for consumers. You can see this information here:
New ASA research forms part of consumer protection drive around copycat websites (9 July 2014)
ASA Hot Topic - Copycat websites (4 August 2014)
Relevant Ruling
Order Free from the NHS Be prepared for your holiday, and make sure you have a valid European Health Insurance Card (EHIC). It costs nothing to apply for or renew an EHIC.
20-22 Wenlock Road
London
England
N1 7GU
Trading As:www.europeanhealthcard.org.ukProduct:“Copycat” websiteBackground Information
Misleading Advertising: -Limit Ltd is in breach of the UK Advertising Code for not making clear on the www.europeanhealthcard.org.uk website that it is not the official government channel for applications for the European Health Insurance Card (EHIC).
This is an updated listing. The www.europeanhealthcard.org.uk website was formerly controlled by Europe EHIC Services Ltd, but in March 2016 the website was transferred to control by -Limit Ltd, which is owned by the same directors. This entry has been updated to reflect this change.
The CAP Compliance team has been taking market-wide action about the advertising of official services or documents on websites that are not the official government channel, including websites for EHICs. The EHIC is available free of charge via www.gov.uk or the NHS Choices website: http://www.nhs.uk/NHSEngland/Healthc...the-ehic.aspx/.
The www.europeanhealthcard.org.uk website is headed “EUROPEAN HEALTH INSURANCE CARD (EHIC)” and consists of text, an application form and a large picture of an EHIC.
The www.europeanhealthcard.org.uk website was investigated by the ASA in 2014, when the ASA considered that consumers were likely to infer that a website providing application services for, or a platform to obtain, government-issued documents or services was official, unless it made clear that this was not the case.
Amongst other requirements, websites should make clear their unofficial status by including a prominent disclaimer alongside calls to action, which should allow consumers to understand the non-official nature of the service and the additional cost of using that service compared to using the official service directly. Disclaimers should be prominent and separate from other information, and appear alongside calls to action and the most prominent price statements on each page.
Although the homepage has a disclaimer in the text at the top of the page, this does not make clear the additional cost of using the service compared to using the official service directly. Furthermore, there are no disclaimers alongside the calls to action, such as “Apply Now”, “Renew an expired EHIC Card”, “Replace Lost/Stolen EHIC Card”, “Next” or the most prominent price statements – “Standard Application £23.50” and “Fast Track Application £24.99” on the homepage.
The CAP Compliance team has contacted Europe EHIC Services Ltd/-Limit Ltd but they have not amended www.europeanhealthcard.org.uk to comply with the Code. Because of Europe EHIC Services Ltd/-Limit Ltd’s continued non-compliance we took the decision to place their company details on this section of the ASA website on 21 August 2015. These details shall remain in place until such time as Europe EHIC Services Ltd/-Limit Ltd has appropriately amended the claims on their website to ensure compliance with the CAP Code.
More information about “copycat” websites
The ASA has previously published information about “copycat” websites, including advice for consumers. You can see this information here:
New ASA research forms part of consumer protection drive around copycat websites (9 July 2014)
ASA Hot Topic - Copycat websites (4 August 2014)
Relevant Ruling
- Ruling about Europe EHIC Services Ltd [17 September 2014]
Order Free from the NHS Be prepared for your holiday, and make sure you have a valid European Health Insurance Card (EHIC). It costs nothing to apply for or renew an EHIC.
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