Part of the Securitas Direct rebranding campaign, with which the company announced its name change to Verisure in April, has been considered by Autocontrol as violating article 14 of the Advertising Code of Conduct, related to misleading advertising.

The organization’s resolution responds to a complaint presented by Movistar Prosegur Alarmas on May 5 regarding certain statements made by Verisure in the campaign, which has been broadcast both on television and on digital platforms. Autocontrol made a resolution in the first instance on June 4, for which Verisure presented an appeal that, however, has been rejected by the jury.

Movistar Prosegur Alarmas considered Verisure’s messages as misleading by conveying a message about the company’s position of supremacy in the market. Specifically, it referred to the statements “First to offer the best service”, “First to respond to danger”, “First to anticipate threats”, “First to protect” and “World leader in alarms”.

Verisure’s competitor maintains that the statements, which it describes as exclusive in tone, do not correspond to reality and could mislead consumers by wanting to position Verisure in a situation of preeminence over other options. Thus, Movistar Prosegur Alarmas understood that the advertising violates rule 14 of the Code of Conduct and that it denigrates and belittles other companies in the category as it is a message that is not accurate, true, relevant or verifiable. In this sense, Movistar Prosegur Alarmas argued that it also violated rules 21, related to denigration, and 22, related to comparative advertising, of the Code of Conduct.

This is the Verisure advertisement claimed by Movistar Prosegur Alarmas:

Verisure made a response in which it opposed the claim and in which, in addition, it indicated that the advertisement in question was no longer broadcast, since it was withdrawn on May 7, as confirmed by Verisure to reason.Whywith the intention of including a clarifying disclaimer.
In this sense, the piece that is currently available on Verisure’s YouTube channel includes the note “Source: First company in number of contracts
alarm management in Spain, according to data published in the Statistical Yearbook of the Ministry of the Interior” which appears just when the voiceover states the message “First to protect.”

In addition, the company defended that the claim “The first to offer the best service” was accompanied by the note “Consumer Choice and Product of the Year 2025 market studies.” Verisure claimed that this was sufficient to prove the claim, since it evaluated the level of satisfaction and acceptance of the brand.
by consumers.

Regarding the allegation “The first to respond to danger”, he maintained that
the average response time is less than 20 seconds; and as for “the first to anticipate threats,” he points out that Verisure is a reference in investing in its own technology, having obtained its new alarm with “live view” video detectors the award for Product of the Year 2026 in Innovation.

Finally, regarding the “World Leader” allegation, it contradicted the position of Movistar Prosegur Alarmas, which indicated that the American company ADT Inc. had more clients than Verisure. It provided the 2025 annual results reports of both companies to point out that it had more clients worldwide than said company.

The Self-Control Resolution

Despite the rectification introduced by Verisure, Autocontrol has commented on the initially claimed advertisement. On the one hand, it has pointed out that the necessary budgets are not met to consider it comparative advertising since it does not include references to other competitors. On the other hand, he does not consider it denigrating, since it was limited to highlighting its own characteristics without resorting to expressions that could generate doubts or discredit on rivals.

The Autocontrol resolution has focused on determining whether the claimed advertising is exclusive in tone and whether Verisure is in a position to prove the position of leadership or supremacy that it invoked in its advertisement through the claimed allegations. The organization rules out a violation of rule 14 regarding the statement “The first to offer the best service”, since it is accredited with the phrase “Consumer Choice market studies and Product of the Year 2025”.

Regarding the allegation “The first to respond to danger”, Autocontrol points out that Verisure limits its evidence to the response data from the Alarm Receiving Center that indicates the average response time is less than 20 seconds, but it does not prove that this response time is lower than that of all competitors in the market.

Regarding the statement “the first to anticipate threats”, the organization assures that it is not duly accredited. Verisure points out that its “live view” video detector technology has been recognized for its innovation, but in the eyes of Autocontrol this only proves that it has its own exclusive technology that allows it to anticipate threats, but not that it has been the first to incorporate a technology that covers that need.

Finally, Movistar Prosegur Alarmas had also claimed the allegation “World Leader” and Autocontrol considers that it suffers from a lack of veracity, since it does not establish a parameter for leadership, such as sales or customer satisfaction. Furthermore, the comparison presented by Verisure with respect to the company ADT Inc. is not considered sufficient.

It has also considered the statement “First to protect” as contrary to what is established in rule 14 of the code of conduct according to the announcement initially claimed. However, it indicates in its resolution that the statement included by Verisure in the rectification would prove the allegation by proving that Verisure is the company with the most subscriptions nationwide.

For all these reasons, Autocontrol has rejected Verisure’s appeal and confirms its initial resolution, which partially upholds the claim presented by Movistar Prosegur Alarmas; declares that Verisure’s advertising violates rule 14 of the Code of Conduct, and urges the advertiser to rectify the communication.

From reason.Why We have contacted Verisure to find out if it will rectify the advertisement again or even withdraw it; and they point out that the campaign they currently have broadcast ““It is completely aligned with Autocontrol’s advertising code of conduct.”. This is the one developed by TBWA and starring the pilot Marc Márquez, brand ambassador.
In this case, the company credits the statements by referring to reports from the auditor Alfa Completeness.

More info: Resolution and appeal