ASA Upholds TV Advert Complaint Against UK Broadband ISP TalkTalk
Posted: 19th May, 2010 By: MarkJ
The UK Advertising Standards Authority (ASA) has upheld a complaint made by Sky Broadband against a TV advert for TalkTalk , specifically its broadband and phone service bundle. Sky challenged whether the claim "we can cut your bill to just £6.49 a month" was misleading because it did not take into account call charges beyond those that were inclusive.ASA Ruling - Complaint Upheld
We considered the additional information in on-screen text that stated that line rental was an additional £11.25 per month and that the package price included local calls "between 6 am & 6 pm weekdays" contradicted, rather than clarified, the voice-over that referred to cutting "your bill" to £6.49 per month and to "unlimited local calls to anyone in your area," and that the voice-over was therefore ambiguous. We concluded, therefore, that the ad was misleading.
We considered the additional information in on-screen text that stated that line rental was an additional £11.25 per month and that the package price included local calls "between 6 am & 6 pm weekdays" contradicted, rather than clarified, the voice-over that referred to cutting "your bill" to £6.49 per month and to "unlimited local calls to anyone in your area," and that the voice-over was therefore ambiguous. We concluded, therefore, that the ad was misleading.
The ASA has warned that the advert must not be shown again in its current form.
ASA Adjudication-TalkTalk Telecom Ltd
http://www.asa.org.uk/Complaints-and-ASA-action/Adjudications/2010/5/TalkTalk-Telecom-Ltd/TF_ADJ_48484.aspx
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