FOUR firms have been rapped by advertising watchdogs for misleading customers.

The Advertising Standards Agency ordered each to remove ads after upholding complaints.

Altrincham's Lombard Vehicle Management, trading as brandnewcarsforless.co.uk, had advertised promotions on a host of vehicles in a newspaper.

But when one customer contacted them he was told none of the cars were available at the prices shown in the ad. The ad stated: 'brand new cars 4 less' and added: 'all in stock and ready for immediate delivery - beat the credit crunch with these amazing deals', then listed a number of cars including Mercedes, Nissans and Fords.

Lombard showed evidence that some customers had hired cars at the prices advertised. But the ASA said there was no evidence any had done so after the ad had gone in the paper.

Lombard blamed finance companies for changing the prices at short notice.

They were told to make sure future ads were correct at the time of going to press.

Manchester catalogue firm JD Williams was warned over an ad for a 'Powerbreathe' clip that was said to 'strengthen your lungs'. A complaint was made by a woman who believed people with respiratory conditions could worsen their condition by using the device.

ASA found the ad was socially irresponsible, could not be substantiated and told JD Williams not to use it again.

An ad from Warrington solar power firm Solsave Ltd claimed users would recoup the money paid out on installing a solar panel system 'in 6-12 years'.

That was also found to be unsubstantiated.

Cheshire-based cat food firm applaws.co.uk was also ordered to pull ads that claimed it outsold the combined sales of three other brands, was the leading brand in most British stores and contained 'hormone free organic fed' chickens.

ASA officials said it breached codes of substantiation and truthfulness.