ASA Slaps Wanadoo Over "Full Speed
Posted: 11th Aug, 2004 By: MarkJ
The UK Advertising Standards Authority (ASA) has upheld a complaint made against ISP Wanadoo by rivals BT and Telewest. Both felt that it was misleading for Wanadoo to claim that 512k was "full speed broadband" because faster services were available:
The Authority considered that consumers would understand "full speed broadband" to mean the maximum speed available for a broadband service. Because broadband was available at the faster speeds of 1 megabits per second (Mbps) and 2 Mbps, the Authority concluded that to claim 512 kbps was "full speed broadband" was misleading. It told the advertisers to remove the claim.
The Authority considered that consumers would understand "full speed broadband" to mean the maximum speed available for a broadband service. Because broadband was available at the faster speeds of 1 megabits per second (Mbps) and 2 Mbps, the Authority concluded that to claim 512 kbps was "full speed broadband" was misleading. It told the advertisers to remove the claim.
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