A leasing company has fallen foul of the Advertising Standards Authority (ASA) after advertising “brand new cars 4 less” at “amazing prices” which was inconsistent with the product offered on their website.

brandnewcars4less.co.uk, operated by Lombard Vehicle Management, came under pressure from the ASA following complaints that revealed that none of the models featured on the site could be leased at the prices advertised and exceeded the advertised rate by more than £90.

Lombard defended the accusation, saying that prices from finance firms were now being changed at much shorter notice, instead of the usual three to six months, thus resulting in possible misleading prices. They provided proof of customers who had benefited from the prices advertised.

The company was ordered by the ASA to stop running the adverts immediate or risk further censure.