The advertising standards watchdog has rapped a train company for making the "misleading" claim that it offered passengers an "efficient" service.

A recruitment advert for strike-hit Arriva Trains Northern maintained that the company "provided efficient passenger rail services across the North of England".

"We aim to deliver a service that excels, every minute, every hour of every day and night," averred the ad.

But following a complaint from a member of the public, Arriva, who have been criticised by the rail regulator, the regional transport authority, MPs and passenger groups, had to describe its claim as "aspirational" and promise not make unsubstantiated declarations in future.

"We note the ASA decision and have already indicated that we would not repeat the reference if the ASA considered it in any way misleading," said Arriva.

On Tuesday, the Transport Salaried Staffs Association, a moderate union, announced their first strike for 30 years, which will take place on Arriva Trains, and will concide with action by RMT union members on 1 and 2 March. Members of the TSSA are protesting against their three per cent pay increases following an 18 per cent increase for drivers.