Regulators ban an advertisement for a cremation service after finding it misleading about what the firm’s standard package includes. The ad was for Pure Cremation and was removed following a decision by the Advertising Standards Authority (ASA). The ASA says the advertisement “misleadingly implies” that an attended, in-person funeral service is part of Pure Cremation’s standard plan. According to the regulator, this service is not included in the company’s standard package as presented in the advert. The Independent and the London Evening Standard both report the ASA ruling and describe the regulator’s concern as misrepresentation of the service included. The Belfast Telegraph also reports the same outcome, reflecting that the advert is banned due to the implication that a funeral attendance component is included when it is not. The decision results in the advertisement being withdrawn and treated as non-compliant with advertising rules relating to clarity and accurate representation of package contents.