With advertising for broadband now prevalent and the competitive nature of the market, it is no surprise to see broadband adverts featuring a lot in the Advertising Standards Authority adjudications. The latest broadband related adjudication can be read at www.asa.org.uk, which looks into complaints about a Sky Broadband direct mailing and radio advert.
Three complaints were raised, with BT complaining that the direct mailing was misleading as they believed there was always a charge for Sky Broadband, in the form of a connection fee. Two people who heard the radio advert complained the advert was misleading as a connection charge and subscription fee applied.
The ASA decided that neither complaint should be upheld, since the adverts were referring to the Base Broadband product which carries no subscription, and the one-off activation fee was mentioned in both adverts. The ASA has reminded Sky that adding elements to existing packages (Sky TV in this case) justified the claim "free" for only a limited period, since over time, consumers are likely to regard the additional elements as an inclusive part of the service.