BELEAGUERED train operator Arriva was today censured by advertising watchdogs.

The Advertising Standards Authority (ASA) ruled that a recruitment advertisement by Arriva Trains Northern, which stated that the firm was "providing efficient passenger rail services across the North of England", was misleading and should not be repeated.

The ASA upheld the complaint, made by a member of the public, which highlighted that Arriva's train service had been criticised by the Strategic Rail Authority, the West Yorkshire Passenger Transport Authority, local MPs and passenger groups and regional press reports.

Arriva said it believed the claim, which appeared in an advertisement in the York & County Press-produced Selby Star, was qualified by the remainder of the sentence, which stated "we aim to deliver a service that excels, every minute, every hour of every day and night".

But the ASA said that because Arriva had not shown it provided efficient passenger rail services across the north of England, the advertisement was likely to mislead. It asked the advertisers not to repeat the claim until they could substantiate it.

Arriva Trains Northern said today: "We note the Advertising Standard Authority's decision and have already indicated that we would not repeat the reference if the ASA considered it misleading."

Updated: 11:12 Wednesday, February 20, 2002