Feeds

NTL hits back at ASA ruling

'Superficial and flawed'

  • alert
  • submit to reddit

Gartner critical capabilities for enterprise endpoint backup

NTL has appealed against the latest ruling by the advertising watchdog claiming the decision against the cableco was based on "flawed research".

Today the Advertising Standards Authority (ASA) ruled that unqualified use of the phrase "the UK's No.1 Broadband Internet provider" when used in association with its 128k service was "likely to mislead".

The ruling followed complaints by Freeserve which insisted that NTL's 128k punters - all 380,000 or so of them - could not be counted as broadband punters.

Attacking the ASA ruling, the cableco claims that the watchdog's ruling on what does, and does not constitute broadband, was based on the opinions of six computer magazine editors.

"Their response, we must assume, was that they believed consumers would consider broadband to mean a service at speeds of 500K and above," said NTL.

It claims this approach was biased and not an accurate way of gauging what punters believe broadband to be.

Independent research commissioned by NTL found that just 4 per cent of those quizzed said that broadband operated at speeds in excess of 500k.

Bill Goodland, Director of Internet at NTL Home said: "The ASA's research was superficial and flawed. To base any definition of broadband solely around some arbitrary speed limit is simply naive. This ruling should be thrown out.

And in a dig at rival operators he said: "We remain very concerned at the increasing misuse by organisations trying to seek commercial gain of the ASA’s consumer-focused complaints handling procedure."

Critics claim, however, that NTL is just plain wrong on this matter.

According to a broadband market review published recently, Oftel proposes to redefine broadband Internet services as "always-on services which have a downstream capacity in excess of 256 kbits". ®

Related Story

NTL hit by ad watchdog ruling
NTL to escape ASA ad cap rap
NTL has 380k 128K 'broadband' punters
Oftel redefines broadband
NTL's 128k service is/is not broadband - ASA

Boost IT visibility and business value

More from The Register

next story
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
So, Apple won't sell cheap kit? Prepare the iOS garden wall WRECKING BALL
It can throw the low cost race if it looks to the cloud
EE accused of silencing customer gripes on social media pages
Hello. HELLO. Can EVERYTHING EVERYWHERE HEAR ME?!
Time Warner Cable customers SQUEAL as US network goes offline
A rude awakening: North Americans greeted with outage drama
Shoot-em-up: Sony Online Entertainment hit by 'large scale DDoS attack'
Games disrupted as firm struggles to control network
BT customers face broadband and landline price hikes
Poor punters won't be affected, telecoms giant claims
Broadband slow and expensive? Blame Telstra says CloudFlare
Won't peer, will gouge for Internet transit
prev story

Whitepapers

A new approach to endpoint data protection
What is the best way to ensure comprehensive visibility, management, and control of information on both company-owned and employee-owned devices?
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.
Maximize storage efficiency across the enterprise
The HP StoreOnce backup solution offers highly flexible, centrally managed, and highly efficient data protection for any enterprise.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.