Feeds

NTL to escape ASA ad cap rap

Some you win...

  • alert
  • submit to reddit

Gartner critical capabilities for enterprise endpoint backup

NTL looks set to escape a rap from the advertising watchdog over complaints concerning whether its capped broadband service offers "unlimited surfing".

In February NTL sparked a flood of criticism from its punters after it introduced a 1GB a day usage limit on its broadband service.

The cableco insisted that the cap would only hit persistently heavy users and had been introduced to protect ordinary users.

The cap sparked demonstrations, the creation of Web sites campaigning against the cap and the intervention of Labour MP and former Paymaster General, Geoffrey Robinson.

It also provoked a number of complaints to the ASA concerning NTL ads that promoted "unlimited surfing", at a time when the company had also imposed a cap.

However, in a ruling which could be published as early as next week, the Advertising Watchdog Authority (ASA) is expected to dismiss complaints, insisting instead that NTL is justified to advertise its broadband service as "unlimited Internet usage".

According to documents seen by The Register the ASA is expected to agree with NTL that "because residential users enjoyed 24 hours a day, seven days a week broadband access and they were able to download 1Gb of data in a day without their access being halted and without being charged, [NTL] were justified in advertising that their fixed monthly-fee broadband access offered unlimited Internet usage."

Of course, NTL doesn't always get its own way with the advertising watchdog. Last month the ASA caused a storm after it ruled that the unqualified use of "broadband" to describe NTL's 128k service was "likely to mislead" punters. ®

Related Stories

NTL's 128k service is/is not broadband - ASA
MP 'takes up cudgel' in NTL broadband cap row

Build a business case: developing custom apps

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Endpoint data privacy in the cloud is easier than you think
Innovations in encryption and storage resolve issues of data privacy and key requirements for companies to look for in a solution.
Scale data protection with your virtual environment
To scale at the rate of virtualization growth, data protection solutions need to adopt new capabilities and simplify current features.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?