The Advertising Standards Authority ruled today that an email mailshot about the magazine's relaunch sent out to prospective advertisers was inaccurate.Bright Publishing, which owns the rival Photo Pro magazine, challenged the claim that Photography Monthly had secured "an exclusive photo mag listing in Boots" and "increased newstrade listings in independents, WHSmith travel, Somerfield, Asda [and] Sainsbury".It also questioned the claim that 2.6 million readers would see ads promoting the Photography Monthly relaunch running in each of Archant's 53 Life county lifestyle magazines.Responding to the complaint, Archant said the 2.6 million figure was a "conservative average" based on previous readership research and "market knowledge".The publisher also provided documents from distributors which showed the number of copies of the magazine being sold in Boots - and a list of all the other titles sold in the store to back up its "exclusive" claim.But the ASA upheld all parts of the complaint and ordered that Archant does not use the ad again in its current form.More ...