Lawyers for the AA have written to a British car sales firm instructing them to stop claiming an affiliation with the motorists' lobby group.
AA Ireland spokesman Conor Faughnan said their Irish members have been receiving phone calls from a Motorhelp UK representative claiming the service was endorsed by the AA.
"We are aware that a company called Motorhelp UK is claiming to be AA-endorsed when trying to sell a service to Irish customers. We would like to state that no such endorsement or recommendation exists, and at no stage have we entered into any arrangement on advertising, free or otherwise," Mr Faughnan said.
Motorhelp UK is one of a number of so-called "vehicle matching" firms that trawl classified car advertisements in Ireland before phoning those selling a car and offering to put them in contact with a buyer in return for a fee.
When asked why they were using the AA name, a Motorhelp UK spokesman said they had given free advertising to the AA but that their agents were not instructed to say there was a relationship.
Thomas Chapman from Wexford signed up to the Motorhelp UK service after a representative said the company was working in association with the AA. "That put my mind at rest," he said.
Solicitors acting for the AA have instructed Motorhelp UK to immediately stop using the AA name in all sales scripts, correspondence and websites. The activities of vehicle matching firms have resulted in more than 80 complaints a week to car advertisers including Car Buyer's Guide (CBG), Autotrader and Carzone.ie. The most common complaint is that the buyers promised on the phone do not materialise.
Aiden Cronin, sales manager with CBG, said they were also contesting unauthorised use of their company name by a company offering similar services to Motorhelp UK. "We are getting regular complaints from our customers about the activities of another UK firm. This company claims either to be CBG, or be in some way affiliated with us."
Mr Cronin said the complaints about these firms became an issue last September, after the activities of vehicle matching firms were the subject of a BBC Watchdog programme.
"It appears that some of these firms moved into the Irish market after the Watchdog programme shut the door on their market in the UK."
John O'Connell, managing director of Autotrader Ireland, says his legal department had compiled detailed information on 14 firms running vehicle matching operations out of the UK that attracted regular complaints.
"We are hopeful that we will soon be in a position to take legal proceedings specifically against one such company."
In light of the complaints, many of the legitimate car magazines have taken counter-measures.
Autotrader publishes a weekly advert warning readers about handing over credit card details to unsolicited callers. CBG tracks the internet protocol addresses used by firms attracting complaints and, where possible has blocked these from accessing its website.
Mr Faughnan said: "Caveat emptor is familiar advice to consumers. But caveat vendor is good advice as well."
