Assessment
Upheld
The ASA noted that the voice-over did not state that the handset was free as part of the offer and that the price of the handset was shown in the on-screen text. However, we noted that the ad contained several sentences of white on-screen text during the ad and considered the information relating to the cost of the handset was not especially clear or prominent.

We noted that the end visual featured the hub and the handset together and considered this gave a strong visual impression that the handset was an integral part of the free hub. We considered that the impact of the end visual showing the hub and handset together was stronger than any information communicated in the on-screen text.

Because we felt the end visual gave the strong impression that the handset was included with the hub, and was free, we concluded the ad was misleading.

The ad breached CAP (Broadcast) TV Advertising Standards Code rules 5.1.1 and 5.1.3 (Misleading advertising).