ASA complaint against Telegraph web ad thrown out

The Advertising Standards Authority has thrown out that previously reported complaint against an ad campaign for the Telegraph's website, in which it claimed to be "Britain's No.1 quality newspaper website". Pretty much everyone I know responded with the sentiments "surely not", which is presumably why someone (we don't know who, but probably one of the Telegraph's competitors) complained to the ASA. But the Authority say that while rival websites from The Guardian and Times score higher electronic ABCs, the Telegraph did get the most UK hits in two consecutive months according to the Hitwise web monitoring service. The complaint to the ASA questioned whether that achievement was enough to claim to be "Britain's No.1 quality newspaper website", even with a small print clarification, but the ASA ruled that it was.