THE advertising watchdog yesterday told Arriva Trains Northern not to repeat "misleading" claims that it was offering passengers an "efficient" service.

In a recruitment ad, the firm said it "provided efficient passenger rail services across the North of England", adding: "We aim to deliver a service that excels, every minute, every hour of every day and night."

A member of the public told the Advertising Standards Authority that Arriva had been criticised by the Strategic Rail Authority and others such as local MPs and passenger groups.

Arriva Trains told the ASA the claim, made in an advert for a technical auditor, was only " aspirational", but promised not to repeat it.