Feeds

BT bitchslapped for misleading 'Join now' Infinity ad

ASA ruling after Virgin Media complains to watchdog

Secure remote control for conventional and virtual desktops

The war of words between Virgin Media and BT has once again landed on the steps of the UK's advertising watchdog, which upheld one out of three complaints brought by Virgin Media against its rival ISP.

The Advertising Standards Authority (ASA) said that it agreed with Virgin Media's concerns that a BT press ad with the statements “most of our customers are already seeing at least three times faster speeds” and “Join now ...” were misleading.

It said that would-be customers would interpret such declarations as meaning that BT's next-generation broadband service was already available to most, if not all, punters.

However, the ASA didn't uphold a complaint brought by Virgin Media against another BT press ad punting the telco's Infinity service, because while BT claimed that the service had "arrived" the company added in the small print that coverage was currently limited.

The ASA noted that BT had been upfront with readers of that ad, but had not been so clear in the advert that called on would-be customers to "Join now", because that advert failed to "indicate that the service has limited availability".

BT responded to the complaint that was upheld by the ASA by explaining that the "Join now" claim in the ad was an error, and added that in future the company would ensure that it made clear in the body copy of the ad that not all customers would be able to get the service.

On the "increased by three times" claim, BT said it was clear from the ad that it was referring to Infinity customers.

The ASA disagreed and ruled that the ad was misleading and said it mustn't appear in its original form.

A third advert placed on BT's website was also cleared by the ASA, after Virgin Media challenged a 20Mbit/s broadband product that it claimed might mislead customers into thinking it was based on fibre optic technology.

In its adjudication, the ASA wrote:

"We noted however that text in the paragraphs above the claim explained that BT Infinity was [its] 'new fibre optic broadband' and that the claim at issue itself stated 'If you can't get BT Infinity just yet, order up to 20Mbit/s broadband instead and we'll upgrade you to Infinity if and when it becomes available' which we considered made clear to readers that the 20Mbit/s service referred to was not a fibre optic product."

The ASA ruling is here. ®

Gartner critical capabilities for enterprise endpoint backup

More from The Register

next story
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
6 Obvious Reasons Why Facebook Will Ban This Article (Thank God)
Clampdown on clickbait ... and El Reg is OK with this
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
Netflix swallows yet another bitter pill, inks peering deal with TWC
Net neutrality crusader once again pays up for priority access
EE: STILL Blighty's best mobe network, says 'Frappucino' Moore
Fresh round of network stats fisticuffs possibly on the cards here
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
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.
5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
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?