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ASA Slap's BT For Broadband TV Ad

Posted: 27th Jul, 2005 By: MarkJ
The Advertising Standards Authority (ASA) has upheld two complaints made against BT's TV advert for its broadband services. The promotion featured a man buying light bulbs, but didn't make clear some of the price specifics:

A commercial for BT Broadband took place in a hardware shop. A man buying light bulbs was told "You know we have these super long lasting light bulbs for about the same price as your normal ones?" The man replied "No - I always get these." The voice-over said "Given the choice wouldn't you prefer more for your money? Broadband from BT is double the speed and now from £15.99. Call ..." An on-screen caption said "1Mb Broadband from £15.99".

On-screen text at the beginning of the advertisement said "BT Broadband Basic £15.99 a month Direct Debit for 3 months (was £17.99) £17.99 thereafter. Offer ends 02.08.05. New customers only (excludes upgrades) £6 credited to first or second bill after 16.06.05".

1. Two viewers believed the advertising was misleading because BT Broadband was only available at £15.99 for three months. It would then cost £17.99 a month.

2. We queried whether BT Broadband was available 'from' £15.99 as text in the commercial stated that £6 would be credited back to the first or second bill.
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