The advertising watchdog, the Advertising Standards Authority have today published their adjudication over BT's claims of free phone calls via the companies 'BT Communicator' tool.

The ASA have upheld a complaint from the member of public, that making voice calls over a broadband service using BT Communicator, coupled with a transfer impeded broadband service, does not constitute a free call, due to customers potentially having to purchase more bandwidth from their ISP for continued use of their broadband service. BT, by their own figures, cite that their 1Gb monthly limit broadband packages, will enable subscribers to make 194 minutes of calls, before having to purchase more bandwidth from their ISP.

Of more concern however, is to ISPs. Having spoken to a couple of ISPs today, the industry will undoubtedly have to re-think the way that voice calls over broadband are marketed to the public. Whether this will see more clarity in an adverts small print, or the removal of the "free calls" claim altogether, remains to be seen.