The complaint to the Advertising Standards Authority (ASA) claimed that the DfE’s marketing of the extended entitlement as '30 hours of free childcare a week' implied that the hours are available all year round. He pointed out that the scheme's average number of free hours over a full year is less than 30 hours per week.
The complainant also said he believed that the information gave the impression that existing childcare services were available for free, when some childcare providers are charging for extra services.
Following the complaint, the DfE has now amended information about the 30 hours on the Childcare Choices website to make it clear, stating: 'If you are eligible, 30 hours is available for 38 weeks of the year (just like the existing 15 hours scheme). Some providers will allow you to "stretch" your 30 hours entitlement over 52 weeks, using fewer hours per week.'
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