ASA To Slap Wanadoo Over 8Mbps Ad
Posted: 04th Feb, 2006 By: MarkJ
Following on from earlier reports, it has emerged that the Advertising Standards Authority (ASA) will uphold four out of the five complaints made against Wanadoo's TV advert for 8Mbps broadband next week:
The ASA is expected to say that all ads for high speed net access should describe broadband speeds as being "up to" because maximum line speeds promoted are not universally available.
In the case of Wanadoo, the ASA was unhappy that the availability of Wanadoo's 8Mb service was restricted to under five per cent of the UK population - or just the 113 or so exchanges Wanadoo had managed to unbundle at the time.
As a result, the ASA is expected to say that it does not consider the use of "up to" or the [accompanying] onscreen text as an "adequate indication that the service was available to such a limited number of people at the time that it was first advertised or that it would not be available to a large number of people for some time".
Interestingly The Register points out that the Broadcast Advertising Clearance Centre (BACC) had already cleared the advert before it went on-air. The ASA tends to issue its updates on a Wednesday.
The ASA is expected to say that all ads for high speed net access should describe broadband speeds as being "up to" because maximum line speeds promoted are not universally available.
In the case of Wanadoo, the ASA was unhappy that the availability of Wanadoo's 8Mb service was restricted to under five per cent of the UK population - or just the 113 or so exchanges Wanadoo had managed to unbundle at the time.
As a result, the ASA is expected to say that it does not consider the use of "up to" or the [accompanying] onscreen text as an "adequate indication that the service was available to such a limited number of people at the time that it was first advertised or that it would not be available to a large number of people for some time".
Interestingly The Register points out that the Broadcast Advertising Clearance Centre (BACC) had already cleared the advert before it went on-air. The ASA tends to issue its updates on a Wednesday.
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