The document, which was part of a promotional email for a car show, was headlined, "RIPA. Legal document. Please read. Regulation of investigatory
power act. Offence no 323 -- internet perversion."
Complainants from the UK and abroad objected that, by presenting the email as an official document, the ad caused undue fear and distress.
The mail accused the recipient of accessing "material of a violent, sexually
explicit or immoral nature" and stated that "full details of the offences have been passed to your local police authority. If criminal proceedings
result, you will shortly be informed of this in writing."
Emap-owned Max Power argued that the email had been sent only to the 50,000 registered users of its website, which is billed as "the definitive guide to arsing about in cars"Â and believed that those users would have realised that the email was a practical joke.
The email informed recipients that they could appeal against the charges and placed a web address at the foot of the email, which provided a link to an ad for the Max Power car show.
Letters of apology were sent to the complainants and their personal details removed from the mailing list.
The ASA ruled that the email failed to comply with two codes. It caused fear and distress without good reason by using claims merely to attract attention; and failed to ensure that the ad was clearly recognisable as such.