Intelligent Finance is caught up in a wrangle with the Advertising Standards Authority due to claims they were the UK's number one direct bank.
Apparently, First Direct from HSBC disagreed. The Advertising Standards Authority apparently told Intelligent Finance not to run newspaper advertisements claiming they were number one. However, Intelligent Finance is reported to be unhappy, saying that the ASA cannot disprove their claims.
A spokesperson from the ASA said "the same rule applies to all advertisers. They must be able to prove what they are saying is correct". The debate continues.