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ASA Slaps Bulldog For "Ultimate" Claim

Posted: 02nd Mar, 2005 By: MarkJ
The Advertising Standards Authority (ASA) has upheld a complaint against ISP Bulldog Communications, which challenged whether the provider really offered "ultimate broadband experience".

The advertisement itself, of which two other relating complaints were NOT upheld, came close to a period where Bulldog was suffering from a number of service/support problems:

The Authority acknowledged the claim was likely to be seen by consumers as an expression of the advertisers'' opinion about their services, but nevertheless considered that the severe customer service difficulties that all Bulldog customers had experienced after the appearance of the online advertisement and the significantly reduced speeds some Bulldog 4 customers had experienced meant the claim that the advertisers'' service offered "the ultimate broadband experience" was likely to mislead. The Authority asked the advertisers not to promise a service standard that could not be provided in future advertisements.

Many ISP's could do with remembering that final sentence. On an unrelated note, why does the ASA have such difficulty using full-stops =)?
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