The Advertising Standards Authority has told a business not to use “NHS” within its domain name in an advert because it would be misleading. This was despite the website clearly stating “This web site is not connected to or affiliated with the NHS or any government department.” The advert complained about said “EHIC Apply Now – EHIC Replaces the E111 Card. www.nhs-services.org.uk/EHIC Get Your Official EHIC Now!”. The ASA agreed with a complainant that www.nhs-services.org.uk had implied a connection with the National health Service. Esta Visa Ltd (trading as www.nhs-services.org.uk/EHIC) was told not to use the advert again in its current form and to ensure that it did not imply a link with the NHS. The ruling can be found here: http://www.asa.org.uk/Rulings/Adjudications/2012/9/Esta-Visa-Ltd/SHP_ADJ_202767.aspx.