WHEN is a fee not a fee? The Advertising Standards Authority has explained the situation to the Irish Permanent with its ruling on a recent complaint.

Apparently, an Irish Permanent advertisement stated "No fees on your home loan". A customer expected he would not have to pay any fees, but found that a fee was payable on acceptance and that he was also liable for legal fees.

The former building society argued that no fees were payable directly to Irish Permanent but only to the valuer - which it insists you have - and the solicitor. The authority ruled that the Irish Permanent's claim of "no fees", without qualification, was not acceptable.