Home
 » ISP News » 
Sponsored

ASA UK Bans Virgin Media Advert for Misleading Fibre Optic Coverage Claims

Wednesday, October 31st, 2012 (7:42 am) - Score 1,320
uk advertising standards authority

The Advertising Standards Authority (ASA) has once again banned an advert for Virgin Media’s service after one of its circular promotions (e.g. spam letters) was deemed to have misleadingly claimed that an individual’s street had been “connected” to its “state-of-the-art fibre optic cable“.

The promotion said: “Dear Householder We’ve already done all the hard work and connected your street to our state-of-the-art fibre optic cable. In fact, you may have seen Virgin Media vans driving around your area. We’ve done the checks for you and you’re ready to go. In fact, all you have to do is pick up the phone“.

At the bottom of this circular some small print confusingly added that the service was only “AVAILABLE IN VIRGINMEDIA CABLED STREETS” and that “In limited cases, cabling may not extend from the street to individual premises“. On top of that Virgin Media said that it only issued the circular to those within its networked areas.

According to Virgin Media, the individuals address was within its coverage but had been marked as “unserviceable” due to an unexpected construction issue that prevented the phone service from being provided. Part of this was then blamed on a “technical issue with their sales system“, which the operator promised to rectify so that only “serviceable” addresses would receive the promotions.

ASA Assessment (REF: A12-202296)

We considered the ad would be understood to mean the recipient could receive Virgin Media services.

We noted the ad included the small print “SERVICES AVAILABLE IN VIRGIN MEDIA CABLED STREETS … In limited cases, cabling may not extend from the street to individual premises. A survey will confirm this as soon as possible after enquiries being made. Check if your home’s connected at virginmedia.com …”

However, we considered that contradicted, rather than clarified, the impression given by the claims that the recipient’s property was ready to receive the advertised services. We noted that was not the case and therefore concluded that the ad was misleading.

As usual the ASA banned the advert and told Virgin Media “to ensure they did not in future state or imply that consumers were likely to be able to obtain their services if that was not the case“. The BBC consumer affairs TV show, Watchdog, comically scalded the ISP earlier this month after 25 of its adverts were banned for being misleading (now 26).

Add to Diigo
Mark Jackson
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 Twitter, , Facebook and Linkedin.
Leave a Comment
4 Responses
  1. Avatar FibreFred

    lol AGAIN!!!!

    When are the ASA going to get tough with them? They are serial offenders

  2. Avatar DTMark

    Talk Talk have been at this for ages. We get a letter every other week offering their broadband at 3.49 * except that the exchange has no LLU presence.

    Or BT’s “most complete broadband”, junk mail for that each week or so. Except it’s not “the most complete broadband” when it can’t even stream YouTube videos to a TV, is it?

    * and it’s not actually 3.49 anyway even if there was an LLU presence, the detail is in tiny type on the back of the latter spaced such that it’s very hard for the eye to follow

  3. I’m not actually sure how you can have a “most complete” service, it doesn’t quite make sense. Something is either “complete” or not and what is “complete”?

    • Avatar DTMark

      Adrian Kennard was having a bit of a pop at this on his blog.

      Maybe the word “complete” is not as binary as we’d all thought, like the way some things are more “unlimited” than others.

      George Orwell used to write about stuff like this.

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
  • Hyperoptic £21.00 (*25.00)
    Avg. Speed 50Mbps, Unlimited
    Gift: £50 Shopping Voucher
  • TalkTalk £21.95 (*36.00)
    Avg. Speed 38Mbps, Unlimited
    Gift: None
  • Plusnet £21.99 (*34.98)
    Avg. Speed 36Mbps, Unlimited
    Gift: £75 Cashback
  • SSE £22.00
    Avg. Speed 35Mbps, Unlimited (FUP)
    Gift: None
  • xln telecom £22.74 (*47.94)
    Avg. Speed 66Mbps, Unlimited (FUP)
    Gift: None
Prices inc. Line Rental | View All
The Top 20 Category Tags
  1. BT (2537)
  2. FTTP (2257)
  3. FTTC (1678)
  4. Building Digital UK (1617)
  5. Politics (1446)
  6. Openreach (1432)
  7. Business (1260)
  8. Statistics (1115)
  9. FTTH (1106)
  10. Mobile Broadband (1059)
  11. Fibre Optic (978)
  12. Ofcom Regulation (924)
  13. Wireless Internet (921)
  14. 4G (919)
  15. Virgin Media (871)
  16. EE (606)
  17. Sky Broadband (602)
  18. TalkTalk (587)
  19. Vodafone (535)
  20. 3G (418)
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