Feeds

Bulldog thumped for misleading boxing ad

Time to throw in the towel?

  • alert
  • submit to reddit

High performance access to file storage

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

High performance access to file storage

More from The Register

next story
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
Broadband Secretary of SHEEP sensationally quits Cabinet
Maria Miller finally resigns over expenses row
Skype pimps pro-level broadcast service
Playing Cat and Mouse with the media
Beat it, freetards! Dyn to shut down no-cost dynamic DNS next month
... but don't worry, charter members, you're still in 'for life'
Like Google, Comcast might roll its own mobile voice network
Says anything's possible if regulators approve merger with Time Warner
EE dismisses DATA-BURNING glitch with Orange Mail app
Bug quietly slurps PAYG credit - yet EE denies it exists
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
HP ArcSight ESM solution helps Finansbank
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.