Sky challenged whether: the price comparison was misleading because it did not include the cost of VM broadband, despite comparing with a Sky package that included broadband.

Upheld

We understood that VM believed some Sky packages would include broadband, but we nonetheless considered that, in order for the comparison to be fair and enable consumers to make a choice between the two providers, the ad should have stated more prominently that the Sky price was inclusive of a broadband service. We did not consider it sufficient to reference this fact in small print, albeit directly below the comparison table, and therefore concluded the ad was likely to mislead.

On this point, the ad breached CAP Code clauses 7.1, 7.2 (Truthfulness), 18.1, and 18.3 (Comparisons).