The advertising watchdog has told a train company not to repeat claims it was offering passengers an "efficient" service.

Arriva Trains Northern said it "provided efficient passenger rail services across the North of England" in a recruitment advert.

The Advertising Standards Authority (ASA) received a complaint from a member of the public who pointed out that Arriva had been criticised by the Strategic Rail Authority, among others.

The ASA said Arriva must be able to substantiate the claims before repeating the ad.

'Aspirational' claim

It concluded that the advert could mislead.

The advertisement claimed Arriva aimed "to deliver a service that excels, every minute, every hour of every day and night".

In its response to the ASA, Arriva Trains said the claim, made in an advert for a technical auditor, was only "aspirational".

Arriva Trains said in a statement: "We note the ASA decision and have already indicated that we would not repeat the reference if the ASA considered it in any way misleading."