The Advertising Standards Authority (ASA) has ruled that a marketing campaign by Liverpool-based Big Fang Collective Ltd, trading as Golf Fang, caused 'immediate distress' by distributing fake parking ticket leaflets on car windscreens. The leaflets, enclosed in yellow and black plastic wrappers, closely resembled official Penalty Charge Notices issued by local authorities.
Campaign Details and Consumer Impact
The leaflets featured text stating 'PENALTY CHARGE NOTICE ENCLOSED' and 'WARNING. It is an offence for any person other than the driver to remove this notice'. Inside, handwritten-style text read 'MADE YOU LOOK!' on a Penalty Charge Notice template, with additional messages like 'DO NOT WORRY YOUR PARKING IS SPOT ON' and 'WE JUST WANTED YOUR ATTENTION... NOW THAT WE HAVE IT'. The Golf Fang logo appeared in the bottom right corner, alongside small text apologising for the shock and directing complaints to the company's website.
The ASA received a complaint from a motorist who found one of the leaflets on their car windscreen in Nottingham. The authority concluded that the wrapper and its placement on windscreens created the impression of a parking ticket, causing unjustified distress, particularly for vulnerable consumers facing financial difficulties.
Company Response and ASA Ruling
Golf Fang acknowledged the campaign was a short promotional effort that has now ended and will not be repeated. The company admitted the outer packaging might not have been immediately identifiable as a marketing communication. It stated that the packaging was a generic product from a third-party supplier, not designed to replicate any specific enforcement body. However, the ASA found the format, wording, and placement led recipients to interpret it as an official document.
The ASA's statement said: 'We considered that seeing something resembling a parking ticket on their car windscreen that would result in a fine would be likely to cause consumers immediate distress, particularly for vulnerable consumers, such as those facing financial difficulties, which was not justified.' The ruling highlighted breaches of the CAP Code, which requires marketing communications to be clearly identifiable and not cause fear or distress without justifiable reason.
Broader Implications
Big Fang Collective Ltd, registered on Tithebarn Street in Liverpool city centre, operates Golf Fang venues in Liverpool's Baltic Triangle, Birmingham, Glasgow, Cardiff, Sheffield, and Nottingham. The ECHO confirmed the campaign ran across all six city centre locations. The ASA's ruling serves as a warning against marketing tactics that mimic official documents, emphasising the need for clear commercial intent and consumer sensitivity.
