Home
 » ISP News » 
Sponsored

ASA UK Bans Sky Store Advert for Instant Movie Rental Downloads Claim

Wednesday, August 29th, 2012 (8:00 am) - Score 801

The UK Advertising Standards Authority (ASA) has banned a press advert for Sky’s (Sky Store) movie rental service after rival ISP BT complained that it would have required a significantly faster internet connection than Sky Broadband could deliver in order to meet their “available instantly” promise.

Sky Store is an online movie rental service that allows the operators customers to use their remote control for downloading movies via their Sky Broadband connection to a Sky+ TV box. BT challenged that Sky’s advert, which claimed customers could “rent movies instantly through your Sky+ box“, misleadingly exaggerated the speed with which consumers could use the service.

Sky countered that its service allowed customers to begin watching a movie before it had been fully downloaded, sometimes “within seconds” of the download having started. But the advertising watchdog chose to agree with BT instead.

ASA Assessment (REF: A12-197620)

The ASA considered that consumers would understand that video content accessed via the internet would be affected by the speed of their home internet and that they would need a “fast enough broadband connection” in order for the service to allow them to rent movies “instantly”, which we considered they would interpret to mean straightaway, or with no noticeable delay.

We noted that Sky estimated a significant majority of ADSL broadband users would be able to begin watching an average length movie within less than a minute after beginning the download, and we understood that customers with faster fibre optic and cable broadband connections were much more likely to be able to begin viewing within that time frame.

However, we considered that a delay of up to a minute for most customers (and longer for those with slower broadband connections) would not be in line with their reasonable expectations for an online movie service which was described as “instant”. We therefore considered that the ad had exaggerated the capabilities of the service and we concluded that it was likely to mislead.

On this occasion we can see both sides of the argument and can’t help but wonder if the ASA hasn’t been a bit overzealous, although it’s admittedly a difficult one to call. In any case the ASA ruled that Sky’s ad must not appear again in its current form or “exaggerate the speed with which consumers would be able to access movies using Sky Store“.

Leave a Comment
9 Responses
  1. Avatar Deduction says:

    LOL BT zealots really are desperate to stop competition Lovefilm and Netflix also use the “instantly” terminology for their product. Oh and BT have used it in material for their own broadband products LOL

    1. Avatar DTMark says:

      I thought it a little petty as per MarkJ’s commentary (“overzealous”). But then, instantly means just that.

      Strange then that we’ve had providers advertising “unlimited broadband” for years.

      Like the word “unlimited”, “instant” is one of those “it either is, or it isn’t” adjectives.

  2. Just as misleading are the Sky adverts for their products, that manage to omit the cost of their phone line. £27 a month plus line rental (compulsory) is NOT £27 a month.

    1. Avatar Kyle says:

      A practice that is common amongst many big players. Following on from the news of the BT line rental hike yesterday, it is even more imperative that the price is fully advertised.

      I may be wrong, but I’m sure there was an article not so long ago regarding the advertising rules with regards to the headline prices.

    2. Avatar Deduction says:

      All the big boys pull that stunt, oh and the xxx price for x months (read impossible small print at bottom of screen/print advert to see what it costs after).

    3. Avatar DTMark says:

      I’m reminded of the last piece of junk mail from Talk Talk offering broadband for something like £3.49 per month.

      And, on the back, the small print. Very carefully spaced and set out to make it extremely difficult for the eye to follow.

      HSPA is £25 per 7GB on Three. There’s no “oxygen rental” aspect 😉

    4. Avatar bob says:

      AS far as I know they are required to include libne rental in any costs show now. It is a recent change

  3. Avatar Kingtrip says:

    Wow. There is some significant for and against with this. I can kinda see the point, that if they make a claim of instant and it isn’t, then the claim is invalid. The point of the old claims of “unlimited” is a very clear example here.

    However, there are some very interesting points to consider.

    1: Instant noodles. Far from it. I know this has not been challenged here, but it’s 100% the same thing that if the claim is made and is not true, how can you make the claim.

    You could say that XXX cannot control the speed of the kettle you purchased, or how quick your microwave is, but another recent ASA adjudication brings us to point #2.

    2: Virgin recently lost in an adjudication against the very same target of this one, Sky.

    The ASA ruled “We noted that there were inherent limitations in any network, which would limit a consumer’s actual broadband speed and therefore the amount of data that a consumer could download over a particular period of time.”

    I think it is time to challenge the instant noodle debate, just to see what happens. Because if in inherent limitation of copper is valid of the claims made there, which is equal to the limitations of the heating process, all fall in line with the debate of the limitations of how instant something can be in an “instant movie”

  4. Avatar Danny Smith says:

    you have to love sky with there adds from 24mb bb as I lived across the road from an exchange and got 18mb
    And moved half a mile down the road and got 4mb when advised 7mb how can they get away with it

Comments are closed.

Comments RSS Feed

Javascript must be enabled to post (most browsers do this automatically)

Privacy Notice: Please note that news comments are anonymous, which means that we do NOT require you to enter any real personal details to post a message. By clicking to submit a post you agree to storing your comment content, display name, IP, email and / or website details in our database, for as long as the post remains live.

Only the submitted name and comment will be displayed in public, while the rest will be kept private (we will never share this outside of ISPreview, regardless of whether the data is real or fake). This comment system uses submitted IP, email and website address data to spot abuse and spammers. All data is transferred via an encrypted (https secure) session.

NOTE 1: Sometimes your comment might not appear immediately due to site cache (this is cleared every few hours) or it may be caught by automated moderation / anti-spam.

NOTE 2: Comments that break our rules, spam, troll or post via known fake IP/proxy servers may be blocked or removed.
Cheapest Superfast ISPs
  • NOW £22.00 (*32.00)
    Speed 36Mbps, Unlimited
    Gift: None
  • TalkTalk £22.00 (*29.95)
    Speed 38Mbps, Unlimited
    Gift: None
  • Vodafone £22.00 (*25.00)
    Speed 35Mbps, Unlimited
    Gift: None
  • Hyperoptic £22.00
    Speed 50Mbps, Unlimited
    Gift: Promo Code: EASTERSALE
  • xln telecom £22.74 (*47.94)
    Speed 66Mbps, Unlimited
    Gift: None
Large Availability | View All
Cheapest Ultrafast ISPs
  • Vodafone £26.00 (*29.00)
    Speed: 100Mbps, Unlimited
    Gift: None
  • Virgin Media £28.00 (*44.00)
    Speed: 108Mbps, Unlimited
    Gift: None
  • Hyperoptic £29.00 (*35.00)
    Speed: 150Mbps, Unlimited
    Gift: Promo Code: EASTERSALE
  • TalkTalk £29.95 (*39.95)
    Speed: 145Mbps, Unlimited
    Gift: None
  • Leetline £34.99 - 43.99
    Speed: 100Mbps, Unlimited
    Gift: None
Large Availability | View All
The Top 20 Category Tags
  1. FTTP (3160)
  2. BT (2908)
  3. Building Digital UK (1844)
  4. FTTC (1844)
  5. Politics (1822)
  6. Openreach (1736)
  7. Business (1577)
  8. Mobile Broadband (1367)
  9. FTTH (1355)
  10. Statistics (1336)
  11. 4G (1176)
  12. Fibre Optic (1123)
  13. Wireless Internet (1097)
  14. Virgin Media (1091)
  15. Ofcom Regulation (1087)
  16. EE (776)
  17. Vodafone (769)
  18. TalkTalk (729)
  19. Sky Broadband (711)
  20. 5G (657)
Promotion
Helpful ISP Guides and Tips
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
»
Sponsored

Copyright © 1999 to Present - ISPreview.co.uk - All Rights Reserved - Terms , Privacy and Cookie Policy , Links , Website Rules , Contact