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ASA Upholds BT Broadband Complaint

Posted: 30th Jun, 2004 By: MarkJ
The UK Advertising Standards Authority (ASA) has upheld two complaints made by Telewest against an advert for BT's Broadband basic service. The advert did not compare like with like and could be considered misleading:

Telewest Broadband objected to a poster for broadband Internet services. The headline stated "Same speed broadband is £8 cheaper per month with BT than with Telewest."

The footnote stated "Comparison with Telewest Blueyonder (£27.99 a month for 512kbps). £19.99 a month applies to BT Broadband basic with Direct Debit. Speed: 512kbps. This is for a stand alone service without TV or telephone. Available online only. 1GB monthly data allowance. Connection £30. Voyager 105 DSL modem required £50. 12 month term. Subject to availability, compatibility and survey. BT line required. Conditions apply."

The complainants objected that the price comparison was unfair and misleading because:

1. the advertisers' package had a 1GB monthly data allowance whereas their package had an unlimited data allowance and

2. the advertisers' customers had to have a BT line and purchase a modem for £50 whereas the complainants' package was all-inclusive.
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