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ASA Warns Tiscali Over Broadband Advert
By: MarkJ - 26 July, 2007 (8:56 AM)

The UK Advertising Standards Authority (ASA) has upheld three complaints against a radio advert for Tiscali's broadband packages. The advert touted Tiscali's 9.99 promotional price for longer and at a higher volume than the price it returns to after the first 3 months (14.99):

The ASA noted Tiscali's argument that although it was spoken more quickly than all of the preceding information in the ad, the 14.99 price increase after three months was spoken clearly. We also noted, however, that the main emphasis of the ad was on the 9.99 introductory price, which was repeated many times and at a louder volume than the single reference to the 14.99 price which, in contrast, was mentioned once, quickly and softly. We considered that the increase to 14.99 after three months was a significant condition that should have been made clear in the ad. We concluded that the ad was misleading.

The ad breached CAP (Broadcast) Radio Advertising Standards Code Section 2 Rule 3 (Misleadingness).


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