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TalkTalk told to kill bill claims

ASA: 'Misleading'

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Voice-over in a TV ad for TalkTalk Telecom stated "Are you paying too much for your calls and broadband? Well, with Talk Talk we can cut your bill to just £6.49 a month ... for calls and broadband in your home ... including unlimited local calls to anyone in your area". On-screen text stated "£11.25 monthly line rental required. Connection fee £29.99 ... Unlimited local calls applies to calls to landlines in your local area and adjacent codes between 6am & 6pm weekdays".

Misleading, says Sky, which complained to the ASA, on the grounds that the price did not take into account additional call charges. In its defence, TalkTalk said it did not believe the word "bill," in the context in which it was used in the ad, would be interpreted by consumers as meaning any saving would be made against non-inclusive calls, calling features or broadband boosts.

Nice try, but the argument didn't wash with advertising watchdog the ASA, which today ruled that TalkTalk should not show the ad again in its present form.

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