192.com lists more UK businesses than any other online directory

ENGLAND, UK: The Advertising Standards Authority has confirmed 192.com's claim to list more UK businesses than any other online directory.

The ruling by the ASA followed complaints brought by Hibu (formerly Yell) against 192.com.

In its evidence to the ASA, 192.com provided documentary evidence of the number of businesses listed by it and its closest nine competitors including yell.com. The evidence showed that whilst yell.com lists "over two million businesses", 192.com lists more than six million.

Dominic Blackburn, Product director for 192.com said: "We have made it our mission to provide the most comprehensive online directory of UK businesses. Most UK directories list around two million businesses whereas we list around three times that number. It's much more likely that you will find the business you seek on 192.com. We are pleased by this ruling from the ASA."

In the same ruling, the ASA considered claims made by 192.com regarding the popularity of its online directory compared to yell.com. In January 2013, 192.com issued a press release and subsequent tweets suggesting that based on December 2012 data 192.com was now the most visited UK online directory.

192.com submitted evidence to the ASA based upon independent assessment of website visits (source: Experian Hitwise) and unique users to substantiate its claims. However the ASA was unwilling to accept this evidence on the basis that it had "not been verified".