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ASA Slaps Bulldog Broadband Ad

Posted: 06th Jul, 2005 By: MarkJ
The Advertising Standards Authority (ASA) has upheld two complaints against Bulldog regarding its 4Mbps broadband service. One related to cost, while the other covered Bulldog's incorrect use of "megabytes", which should have said "megabits":

A radio advertisement for a broadband service said "Bulldog is Britain's fastest broadband for under 20 quid. Four megabytes of unlimited access giving you more of what you want, whenever you want it ... at Bulldog we like to keep things simple. Giving you the fastest broadband for under 20 pounds. No limits. No strings. No waiting. For more information text 'Bulldog' to 81156. Limited availability. Visit bulldogbroadband.com for details. Offer available until 15 May. Terms and conditions apply."

1. The advertiser said it had made a genuine mistake and acknowledged that the advertisement should have stated "megabits" rather than "megabytes". It said the advertisement had been pulled and replaced by a correct version.

We noted that the advertiser had made a mistake and welcomed the action it had taken. We believed some listeners could be misled by the incorrect terminology used in the advertisement and concluded that it was misleading.

2. The advertisement should have made clear that listeners would also require a phone line from Bulldog. Because the advertisement did not make that clear we concluded that it was misleading.
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