Market research company Direct Excellence has had its wrist slapped by the Advertising Standards Authority (ASA) for falsely claiming membership or endorsement of a number of trade organisations.

The pricing and performance tracking company was instructed by the ASA to remove references to the British Market Research Association (BMRA) and the Direct Marketing Association (DMA) from company literature and website.

A spokesperson for the ASA said: "We sought reassurances from Direct Excellence that it would not refer to membership of any organisation unless it was true."

Direct Excellence produces pricing information for Tesco Personal Finance, Churchill and other personal lines insurers.

Direct Excellence declined to comment.