LyleBailie's Belfast office took umbrage and lodged a complaint with the Advertising Standards Authority (ASA). In a recent ruling, the ASA revealed that AV Browne said a number of awards it had received justified its claim. LyleBailie pointed out that it had also won a number of awards.

The ASA said AV Browne should have clarified in the radio ad the basis for its claim, as "effectiveness can be measured in a number of different ways". The authority said the advertising code had been breached, but AV Browne stated that "the complaint was not upheld on the basis of what was claimed but on the basis that it should have been substantiated within the commercial".