An ad showing a locksmith's address to be in Salisbury when it wasn't was likely to mislead consumers into thinking they were dealing with a local trader.
That is the conclusion of the Advertising Standards Authority, which received a complaint about a sponsored search result on Google stating 'Locksmiths in Salisbury. mylocksmithsalisbury.co.uk 20 Park Street, Salisbury, Wiltshire'. The complainant said she understood that Salisbury Locksmith did not in fact have premises in the city.

The ASA said Salisbury Locksmiths - which is the trading name of Rapid Locksmiths based in Southampton - did undertake work in the area, but because the trading address given in the ad was not authentic it was misleading.

In response, Salisbury Locksmiths said it thought the claim had already been taken off the ad, and subsequently removed the address.