Home Office ad telling EU citizens how to stay in UK after Brexit banned for being ‘misleading’

Advertising watchdog says the ad breaches regulations by claiming applicants only need passport or ID card

In a damning verdict, the Advertising Standards Authority (ASA) said the ad was “misleading” because many applicants had been required to submit further documents beyond those stated in the ad (Getty/iStock)

A Home Office campaign informing EU nationals how to confirm their UK status after Brexit has been banned by the advertising watchdog for being “misleading”.

In April, a radio advert for the EU settlement scheme was aired stating that all applicants would need was their passport or ID card and to complete an online form.

But in a damning verdict, the Advertising Standards Authority (ASA) said this was “misleading” because many applicants had been required to submit other documents that were not named in the advert.

The watchdog said the advertisement breached regulations and must not be broadcast again in that form.

Campaign group the3million welcomed the verdict, saying it showed that the Home Office had a tendency to “oversimplify complex issues”.

Nicolas Hatton, founder of the group, said: “While accusing those who rightly question the Home Office’s lack of detail and honesty regarding the settlement scheme of misleading the public, it turns out the Home Office itself has now been found out to mislead.”

Liberal Democrat shadow home secretary Christine Jardine said: “It’s appalling the way EU citizens have been treated by the Tories since the referendum.

“We’ve already heard far too many cases of people not receiving the settled status they are entitled to. The Home Office putting out misleading adverts about how to apply only makes it worse.”

Defending the ad, the Home Office said it was part of a wider campaign promoting awareness of the scheme and how to apply, and that it had not been possible to include all aspects of the application process in a short ad.

The finding comes amid concern over the EU settlement scheme after it emerged that two million EU citizens living in the UK have yet to register.

In a recent case, a Polish chef who cooked for the royal family and at the London Olympics was denied settled status despite having lived in the UK for almost 15 years and having paid thousands of pounds in taxes.

A Home Office spokesperson said: “We completely disagree with ASA’s decision. The campaign was factual and complied with all necessary clearance processes for radio advertising.

“The campaign has had a positive impact and encouraged more than one million successful applications so far.

“The scheme is free, straightforward and EU citizens and their family members have plenty of time to apply. All they need to apply is their passport or ID card and to complete an online form.”