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eusty
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Post subject: ASA adjudication against BT
 Posted: Jun 30, 2004 - 10:42 PM
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Bug Admin
Joined: Aug 28, 2003
Posts: 1101
Location: King's Lynn
Status: Offline
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Complaint:
Telewest Broadband objected to a poster for broadband Internet services. The headline stated "Same speed broadband is £8 cheaper per month with BT than with Telewest." The footnote stated "Comparison with Telewest Blueyonder (£27.99 a month for 512kbps). £19.99 a month applies to BT Broadband basic with Direct Debit. Speed: 512kbps. This is for a stand alone service without TV or telephone. Available online only. 1GB monthly data allowance. Connection £30. Voyager 105 DSL modem required £50. 12 month term. Subject to availability, compatibility and survey. BT line required. Conditions apply." The complainants objected that the price comparison was unfair and misleading because:
1. the advertisers' package had a 1GB monthly data allowance whereas their package had an unlimited data allowance and
2. the advertisers' customers had to have a BT line and purchase a modem for £50 whereas the complainants' package was all-inclusive. Codes Section: 3.1, 7.1, 18.1, 18.2, 18.3 (Ed 11)
Adjudication:
1. Complaint upheld
The advertisers said the advertisement was no longer appearing. They acknowledged that they had not made clear that Telewest had an unlimited data allowance in the advertisement. They stated that that was a mistake and agreed that it made the comparison misleading. The advertisers assured the Authority that they would take greater care in future. The Authority none the less concluded that the comparison was misleading because it did not make clear that Telewest customers were not subject to a data download allowance. It noted the advertisement had been withdrawn and welcomed the advertisers' assurance that they would take greater care in future.
2. Complaint upheld
The advertisers said they had omitted references to the additional line rental required for their service and the modem included in the Telewest package at no extra cost by mistake. The Authority concluded that the comparison was misleading. It told the advertisers to ensure that comparisons in future advertisements were clear and fair. |
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Steve
www.uk-bug.net
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