If you have searched for a limousine to hire recently, you will have undoubtedly come across so called "Ghost Websites". These are websites where the owners have not provided any clear indication of who they are or where they are situated. For example, they have a trading name, but make no mention of what entity 'owns' this trading style, or perhaps, they have not bothered to include their trading address and/or a contact email address. If you have, then hopefully you gave them a wide berth, because any individual, company or organisation that expects you to part with money without telling you who they are or where they trade from, is not deserving of your business. Not only that, but they have breached UK laws as a consequence. It may be through ignorance, not that this is an excuse, but it could also be because they just don't want you to know!
There is an increasing tendency on the internet to come up with a common term and use this as a trading name, this is normally to assist in their search engine rankings, but can also be used to give the impression that they are a local company, when they are not! Another wheeze used by such 'companies' is to use the term "Welcome to XYZ Company .co.uk", this is clearly intended to provide the impression that it is some for of entity, but it is not, unless they follow the rules.
For example: If a company is using the trading style "Limo Hire London" this is perfectly acceptable, provided they make clear that this is a trading style or trading name, rather than a "trading entity". So, for example, if the trading entity was a Limited company called, Newco Limousine Limited, the website must clearly state the relevance or relationship of the trading style or name to the trading entity. In this case, it would be acceptable, to include on the website the following statement "Limo Hire London is the trading name of Newco Limousines Limited", or something similar, provided it is not ambiguous. Similarly, if the trading entity is an individual called John Arthur Smight, then an acceptable statement on the website would be "John Arthur Smight trading as Limo Hire London". This information does not have to be on every page of the website (but why not?), but it must be legible and easy to find.
Why does it matter? Well if something goes wrong, you can't sue Limo Hire London, because is is not a trading entity, it is just 3 words that have been strung together. Similarly, you could not apply and receive a VAT number with the name Limo Hire London, because it is not an entity. So the law states that owners of websites must include this information by statute, it is not an option, and that has to afford the consumer some protection.
But what else constitutes a Ghost Website? Take another look through the limousine websites you visited before and check to see how many actually included their trading address. Why would a genuine trading entity not include their trading address? After all, their website will typically contain a solicitation to trade, because they are advertising their products for hire, so how can they expect you to trust them when they provide such limited information? You wouldn't hand over money to a stranger on the street in the same circumstances, so what is the difference? A pretty internet based shop window, with seductive promises, maybe a few unsubstantiated or outlandish claims, should not provide you with the incentive to deal with them if they have failed to provide a full disclosure of their trading entity and address. Makes sense, doesn't it?
If the trading entity is a Limited company, then they must include the full name of the Limited Company, the Registration Number and the Place of Registration for example: "Newco Limousines Limited is a company registered in England and Wales - Company Registration Number: 012345678"
All of these websites must also include an email address for visitors to make contact, this cannot be the more commonly used web based contact forms.
We are all human and the majority of us are susceptible to a good sales pitch, but we are often less guarded on the internet, because we believe that we are in control. But is that really true? Lets assume that you are looking for a limousine to hire for you and your work colleagues. You will have different priorities, or at least, order of priorities, these may typically include the type of limousine you want, how many passengers can be carried, the price, if it is available and so on. Now, the websites owners know this, so once you have found them they will be quickly trying to establish credibility with you to stop you moving on.
This may be to state that they are based in your area, even if they are not, they will use keywords such as 'leading limousine company', 'largest fleet in the area', 'national service', or they may event go on to promise any limousine you desire.....yeah right! You may even find limo agents and brokers claiming to be limousine hire companies, when they don't own a single vehicle, it is a voyage of discovery. However, there is a risk that the words used to seduce our senses actually start to go to work and before you know it, you are calling or filling in an online form. It doesn't matter though, because you are in control, aren't you? But did you check to see if they had included who they were and where they traded from, did you independently verify any of their statements, did you consider that many of their statements were subjective, therefore impossible to confirm? Probably not, but you are in control, aren't you?
By the time you start to receive your quotes, whether by phone or email, you will almost certainly have forgotten most of what was included (and excluded) on their website. The seduction process has worked, because from 60m people, you are now having a one to one with the limo company! How many of you will ask them to substantiate the claims made on their website? Technically speaking, there is a subtle difference between using exaggerated claims and outright lies, but this may be a clue as to the type of business you intend dealing with and, the clues were directly in front of you. Then, what about the fact that they have not included statutory information on their website, was this an honest mistake, or something more sinister, have they got something to hide? Why is a professional Limousine Company operating a Ghost Website?
There is an increasing tendency on the internet to come up with a common term and use this as a trading name, this is normally to assist in their search engine rankings, but can also be used to give the impression that they are a local company, when they are not! Another wheeze used by such 'companies' is to use the term "Welcome to XYZ Company .co.uk", this is clearly intended to provide the impression that it is some for of entity, but it is not, unless they follow the rules.
For example: If a company is using the trading style "Limo Hire London" this is perfectly acceptable, provided they make clear that this is a trading style or trading name, rather than a "trading entity". So, for example, if the trading entity was a Limited company called, Newco Limousine Limited, the website must clearly state the relevance or relationship of the trading style or name to the trading entity. In this case, it would be acceptable, to include on the website the following statement "Limo Hire London is the trading name of Newco Limousines Limited", or something similar, provided it is not ambiguous. Similarly, if the trading entity is an individual called John Arthur Smight, then an acceptable statement on the website would be "John Arthur Smight trading as Limo Hire London". This information does not have to be on every page of the website (but why not?), but it must be legible and easy to find.
Why does it matter? Well if something goes wrong, you can't sue Limo Hire London, because is is not a trading entity, it is just 3 words that have been strung together. Similarly, you could not apply and receive a VAT number with the name Limo Hire London, because it is not an entity. So the law states that owners of websites must include this information by statute, it is not an option, and that has to afford the consumer some protection.
But what else constitutes a Ghost Website? Take another look through the limousine websites you visited before and check to see how many actually included their trading address. Why would a genuine trading entity not include their trading address? After all, their website will typically contain a solicitation to trade, because they are advertising their products for hire, so how can they expect you to trust them when they provide such limited information? You wouldn't hand over money to a stranger on the street in the same circumstances, so what is the difference? A pretty internet based shop window, with seductive promises, maybe a few unsubstantiated or outlandish claims, should not provide you with the incentive to deal with them if they have failed to provide a full disclosure of their trading entity and address. Makes sense, doesn't it?
If the trading entity is a Limited company, then they must include the full name of the Limited Company, the Registration Number and the Place of Registration for example: "Newco Limousines Limited is a company registered in England and Wales - Company Registration Number: 012345678"
All of these websites must also include an email address for visitors to make contact, this cannot be the more commonly used web based contact forms.
We are all human and the majority of us are susceptible to a good sales pitch, but we are often less guarded on the internet, because we believe that we are in control. But is that really true? Lets assume that you are looking for a limousine to hire for you and your work colleagues. You will have different priorities, or at least, order of priorities, these may typically include the type of limousine you want, how many passengers can be carried, the price, if it is available and so on. Now, the websites owners know this, so once you have found them they will be quickly trying to establish credibility with you to stop you moving on.
This may be to state that they are based in your area, even if they are not, they will use keywords such as 'leading limousine company', 'largest fleet in the area', 'national service', or they may event go on to promise any limousine you desire.....yeah right! You may even find limo agents and brokers claiming to be limousine hire companies, when they don't own a single vehicle, it is a voyage of discovery. However, there is a risk that the words used to seduce our senses actually start to go to work and before you know it, you are calling or filling in an online form. It doesn't matter though, because you are in control, aren't you? But did you check to see if they had included who they were and where they traded from, did you independently verify any of their statements, did you consider that many of their statements were subjective, therefore impossible to confirm? Probably not, but you are in control, aren't you?
By the time you start to receive your quotes, whether by phone or email, you will almost certainly have forgotten most of what was included (and excluded) on their website. The seduction process has worked, because from 60m people, you are now having a one to one with the limo company! How many of you will ask them to substantiate the claims made on their website? Technically speaking, there is a subtle difference between using exaggerated claims and outright lies, but this may be a clue as to the type of business you intend dealing with and, the clues were directly in front of you. Then, what about the fact that they have not included statutory information on their website, was this an honest mistake, or something more sinister, have they got something to hide? Why is a professional Limousine Company operating a Ghost Website?
