Feeds

Bulldog thumped for misleading boxing ad

Time to throw in the towel?

  • alert
  • submit to reddit

Boost IT visibility and business value

Bulldog - the broadband company owned by telecoms giant Cable & Wireless that is facing growing discontent among customers - has received yet another bloody nose from the Advertising Standards Authority (ASA).

This time the ad watchdog ruled that the ISP failed to reveal service restrictions for its broadband service when it ran a radio ad featuring a make-believe boxing match.

A voiceover announced: "In the red corner we have standard broadband and in the blue corner we have Bulldog 4 Meg heavyweight broadband. Seconds out, round one."

A second voice said: "Heavyweight Bulldog is straight in there, no waiting around. Standard Broadband doesn't stand a chance."

A listened complained that the £10.50 a month service was limited to only eight hours online time (after which you had to buy additional time online) and believed this should have been made clear in the ad.

The ASA agreed.

"Although we recognised that the advertisement did not imply it was an unlimited service, we considered a time-based limitation of only eight hours online usage a month, plus the additional charges of £1.50 per hour after the initial eight hours, were significant conditions which should have been made clear in the advertisement.

"We further believed it was unfair to compare the advertisers' 4 Meg broadband service to other standard broadband services without stating those conditions," said the ASA today.®

Related stories

Bulldog faces Ofcom complaints
Bulldog removes 'best broadband provider' claim from website
ISPA wins assurances from Bulldog
ISPA contacts Bulldog over spike in customer complaints
Bulldog fingered for misleading radio ad

Seven Steps to Software Security

More from The Register

next story
Scotland's BIG question: Will independence cost me my broadband?
They can take our lives, but they'll never take our SPECTRUM
Bring back error correction, say Danish 'net boffins
We don't need no steenkin' TCP/IP retransmission and the congestion it causes
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
NBN Co adds apartments to FTTP rollout
Commercial trial locations to go live in September
Samsung Z Tizen OS mobe is post-phoned – this time for good?
Russian launch for Sammy's non-droid knocked back
Telstra to KILL 2G network by end of 2016
GSM now stands for Grave-Seeking-Mobile network
Seeking LTE expert to insert small cells into BT customers' places
Is this the first step to a FON-a-like 4G network?
What FTC lawsuit? T-Mobile US touts 10GB, $100 family-of-4 plan
Folks 'could use that money for more important things' says CEO Legere
prev story

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.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
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.
Securing Web Applications Made Simple and Scalable
Learn how automated security testing can provide a simple and scalable way to protect your web applications.