The Advertising Standards Authority found that Marble Muse misled consumers into thinking it was a British-based brand with its use of images of models styled in backdrops including a countryside setting surrounded by roses and a cobbled London street. Further down the page, an image showed a woman carrying a Marble Muse handbag while crossing a cobbled street framed by townhouses and shops. Another page discussed Marble Muse’s founders, including the subheading “Our Beginnings” which stated that the brand was “founded in London”. Marble Muse did not respond to the ASA’s enquiries. The ASA said: “We considered that consumers were likely to understand from those elements of the ad, that Marble Muse was based in the UK, specifically, London, when we understood that was not the case.