Feeds

Virgin Media spanked by ad watchdog over 'in your neighbourhood' fibs

Also whacked for claiming over 80% of a given postcode was connected

Internet Security Threat Report 2014

Virgin Media is on the naughty step with the UK's advertising watchdog, after wrongly claiming in two separate circulars that its broadband service was available in areas where the ad was posted through people's letterboxes.

Two complainants successfully refuted the telco's fibs, after taking their gripes to the Advertising Standards Authority.

Virgin Media had claimed in one circular that "over 80 per cent of your neighbourhood is connected", while in the other it told locals who received the ad: "We're in your neighbourhood and didn't want you to miss out".

The ASA duly noted that VM's boast that the "over 80 per cent" claim was misleading because it suggested that the majority of people living in streets the Liberty Global-owned company had flyered with the ad were already subscribed to the ISP.

In fact, Virgin Media was stating that its services could potentially be supplied to 80 per cent of the neighbourhood.

The ad regulator said:

We noted the small print related to the possibility that some homes may not be able to be connected to Virgin Media's services. However, we did not consider that, in relation to the headline claim, that this was sufficient to alert recipients of the mailing that they may not be able to receive Virgin Media's services.

Because the mailing claimed that the majority of the recipient's immediate area was connected to Virgin Media's services when that was not the case, we concluded it was misleading.

It also found that the ad had breached codes on substantiation, exaggeration and availability.

Likewise, Virgin Media's separate "We're in your neighbourhood" circular was also trashed by the ASA for misleading folk about the actual coverage they could offer within a given area.

The watchdog told the telco to stop suggesting that a specific location was connected to its services where it simply wasn't true. ®

Beginner's guide to SSL certificates

More from The Register

next story
Same old iPad? NO. The new 'soft SIMs' are BIG NEWS
AppleSIM 'ware to allow quick switch of carriers
Arab States make play for greater government control of the internet
Nerds told to get lost in last-minute power grab bid at UN meeting
Brits: Google, can you scrape 60k pages from web, pleeease
Hey, c'mon Choc Factory, it's our 'right to be forgotten'
Of COURSE Stephen Elop's to blame for Nokia woes, says author
'Google did have some unique propositions for Nokia'
It's even GRIMMER up North after MEGA SKY BROADBAND OUTAGE
By 'eck! Eccles cake production thrown into jeopardy
Mobile coverage on trains really is pants
You thought it was just *insert your provider here*, but now we have numbers
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
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?
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.