» ISP News » 
Sponsored Links

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

Wednesday, Aug 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“.

By Mark Jackson
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook and .
Search ISP News
Search ISP Listings
Search ISP Reviews

Comments are closed

Cheap BIG ISPs for 100Mbps+
Community Fibre UK ISP Logo
Gift: None
Virgin Media UK ISP Logo
Virgin Media £25.00
Gift: None
Vodafone UK ISP Logo
Vodafone £26.50 - 27.00
Gift: None
Sky Broadband UK ISP Logo
Gift: None
Plusnet UK ISP Logo
Plusnet £27.99
Gift: None
Large Availability | View All
Cheapest ISPs for 100Mbps+
Gigaclear UK ISP Logo
Gigaclear £17.00
Gift: None
Community Fibre UK ISP Logo
Gift: None
BeFibre UK ISP Logo
BeFibre £19.00
Gift: None
YouFibre UK ISP Logo
YouFibre £21.99
Gift: None
Hey! Broadband UK ISP Logo
Gift: None
Large Availability | View All
The Top 15 Category Tags
  1. FTTP (5643)
  2. BT (3547)
  3. Politics (2578)
  4. Openreach (2325)
  5. Business (2303)
  6. Building Digital UK (2263)
  7. FTTC (2052)
  8. Mobile Broadband (2012)
  9. Statistics (1814)
  10. 4G (1700)
  11. Virgin Media (1653)
  12. Ofcom Regulation (1485)
  13. Fibre Optic (1414)
  14. Wireless Internet (1410)
  15. FTTH (1382)

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