Feeds

BRUCE WILLIS (ad) DIES HARD (in Sky broadband telly fib ban)

'Come out to the coast, we'll get together, shoot an advert, have a few laughs...'

Boost IT visibility and business value

Hollywood action hero Bruce Willis has been sensationally banned from appearing on the UK's small screen ... in misleading ads touting Sky broadband.

Blighty's advertising watchdog, the Advertising Standards Authority, ruled the telco's telly adverts featuring the Die Hard star were somewhat economical with the truth.

One lonely soul, perhaps one with a sixth sense, successfully challenged the ad - by pointing out that it didn't make clear the strings attached to BSkyB's offer of "unlimited" broadband for just £7.50 a month.

The pay-TV giant adopted shouty capital letters in its ad to state that its product was "LESS THAN HALF THE PRICE OF BT". However, the £7.50 price only applied to BSkyB subscribers signed up to the company's television package, which carried a price tag of £21.50 per month.

And to take advantage of the cheap internet deal, Brits were required to pay £14.50 per month for Sky Talk and line rental.

All of which meant customers were in fact required to cough up £43.50 per month to gain access to the "unlimited" broadband price Brucie was flogging.

BSkyB declared the complaint pulp fiction, and said new broadband customers did not have to subscribe to its TV service but they would be required to pay £10 per month rather than the advertised £7.50 offer. Those folks would also have to pay for Sky's line rental.

The ASA said:

Sky asserted that an average consumer would understand from the on-screen text that, in order to obtain Sky Broadband Unlimited for £7.50 per month, it was necessary to take Sky Line Rental at £14.50 per month and to be a Sky TV customer. They would also have noticed from the on-screen text shown earlier in the ad that the starting price for Sky TV was £21.50 per month.

But, in the cold light of day, the regulator upheld the complaint brought against BSkyB and said the TV ad must not appear in its current form again.

The ASA added in its armageddon ruling that the telco failed to "clearly communicate" the £7.50 price claim alongside the unbreakable commitments customers had to make to its other products.

The watchdog, now in its (fifth) element, concluded that BSkyB's ad was misleading, lacked qualification and - just like one of Willis's money-fumbling adversaries - was a little bit careless with its prices. ®

Seven Steps to Software Security

More from The Register

next story
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Google Nest, ARM, Samsung pull out Thread to strangle ZigBee
But there's a flaw in Google's IP-based IoT system
Orange spent weekend spamming customers with TXTs
Zero, not infinity, is the Magic Number customers want
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
'Two-speed internet' storm turns FCC.gov into zero-speed website
Deadline for comments on net neutrality shake-up extended to Friday
NBN Co execs: No FTTN product until 2015
Faster? Not yet. Cheaper? No data
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
prev story

Whitepapers

Seven Steps to Software Security
Seven practical steps you can begin to take today to secure your applications and prevent the damages a successful cyber-attack can cause.
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.
Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.