{"id":36743,"date":"2024-01-10T00:01:21","date_gmt":"2024-01-10T00:01:21","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=36743"},"modified":"2024-01-10T07:08:38","modified_gmt":"2024-01-10T07:08:38","slug":"asa-bans-zzoomm-broadband-ad-over-misleading-savings-claim","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2024\/01\/asa-bans-zzoomm-broadband-ad-over-misleading-savings-claim.html","title":{"rendered":"ASA Bans Zzoomm Broadband Ad Over Misleading Savings Claim"},"content":{"rendered":"<p>The UK <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/asa\" target=\"_blank\">Advertising Standards Authority<\/a> (ASA) has today banned a direct mailing advert for alternative full fibre network and ISP <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/zzoomm\" rel=\"nofollow\" target=\"_blank\">Zzoomm<\/a>, which compared their 150Mbps broadband package with <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/britishtelecom\" rel=\"nofollow\" target=\"_blank\">BT<\/a>&#8217;s 35Mbps Fibre 1 service, after it was found to have contained &#8220;<em>misleading<\/em>&#8221; savings claims.<!--more--><\/p>\n<p>The letter, as originally received by the complainant on 5th July 2023, featured a series of savings&#8217; claims and was headlined with the text &#8211; \u201c<em>Upgrade to 100% Full Fibre broadband and save over \u00a3240 a year<\/em>\u201d, before later clarifying that customers could &#8220;<em>save \u00a3240.18 a year by switching to <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/zzoomm\" rel=\"nofollow\" target=\"_blank\">Zzoomm<\/a> Full Fibre 150 for just \u00a319.95 a month for 12 months compared to <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/britishtelecom\" rel=\"nofollow\" target=\"_blank\">BT<\/a> Fibre 1 at \u00a329.99 a month for 24 months<\/em>&#8220;.<\/p>\n<p>However, the ASA upheld the complaint, not least because they found it misleading to compare package prices with different contract lengths. <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/zzoomm\" rel=\"nofollow\" target=\"_blank\">Zzoomm<\/a> also &#8220;<em>accepted that the calculations had been incorrect due to human error<\/em>&#8220;, for which they apologised.<\/p>\n<blockquote class=\"bq1\"><p><a href=\"https:\/\/www.asa.org.uk\/rulings\/zzoomm-plc-a23-1206061-zzoomm-plc.html\" target=\"_blank\" rel=\"noopener\"><strong>ASA Ruling Ref: A23-1206061 Zzoomm plc<\/strong><\/a><\/p>\n<p>The correct calculation should have been to subtract two 12-month Zzoomm contracts (\u00a3478.80) from the 24-month <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/britishtelecom\" rel=\"nofollow\" target=\"_blank\">BT<\/a> contract (\u00a3719.76), leaving a saving of \u00a3240.96. That was the amount identified in the advertiser\u2019s response to the complaint. However, that was the total across 24 months, whereas the ad stated an amount that consumers could save per year. The saving per year according to the above calculation would be \u00a3120.48.<\/p>\n<p>In addition, we noted from the small print of the ad that the offer applied a \u00a310 discount to 12-month home broadband plans, meaning that the regular cost of their Full Fibre 150 service would have been \u00a329.95. We noted from the ad that the offer was due to end on 31 August 2023, and Zzoomm also reserved the right to withdraw it at any point. Because there was no guarantee that consumers would be able to pay the discounted rate of \u00a319.95 in a hypothetical second year, we considered that further undermined the claimed saving.<\/p>\n<p>Because the ad claimed that consumers switching from BT\u2019s Fibre 1 service could save over \u00a3240 a year if they signed up to Zzoomm\u2019s Full Fibre 150 service when that was not the case, and because the ad implied that the monthly cost of \u00a319.95 could be extrapolated over a 24-month period, when there was no evidence that consumers would be able to take advantage of that price once the 12-month offer period had ended, we concluded that the savings claims in the ad had not been substantiated and were therefore misleading.<\/p><\/blockquote>\n<p>As usual, the ASA banned the advert in its current form, while telling Zzoomm to ensure that future promotions &#8220;<em>did not mislead consumers<\/em>&#8221; and only included accurate savings figures \/ price comparison, which could be substantiated. We rarely see alternative networks being hauled over the coals for their adverts, but at least in this case the provider did acknowledge their mistake and apologised accordingly.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The UK Advertising Standards Authority (ASA) has today banned a direct mailing advert for alternative full fibre network and ISP Zzoomm, which compared their 150Mbps broadband package with BT&#8217;s 35Mbps Fibre 1 service, after it was found to have contained &#8220;misleading&#8221; savings claims.<\/p>\n","protected":false},"author":1,"featured_media":24152,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[99,56,1867],"class_list":["post-36743","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-asa","tag-fttp","tag-zzoomm"],"share_on_mastodon":{"url":"https:\/\/mastodon.social\/@ispreview\/111728721157378949","error":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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