The ASA has upheld a complaint against a BT advert that was part of a direct mailing campaign. The advert was for its basic broadband and calls service with a promotional price of £5.25 per month for 18 months.
The complaint was that the mailing neglected to mention that the service offered only included a 10GB monthly usage allowance, though BT did try and say this was OK as the web page people were directed to or the sales agents they would call would point the limit out.
The ASA has said that a usage limit for broadband was material information it should be made clear in any advertising, thus the BT mailing was misleading.
What was interesting is the idea of the 'needs analysis' that BT agents were expected to carry out on the telephone with customers, the evidence from occassional postings on our forums raises some concerns, specifically as to what the BT agents consider is possible in 10GB sometimes does not match what we would call lite use. This usually arises when people get extra usage bills from watching catch-up TV, without realising that services like iPlayer can use 1GB per hour, and movies at higher quality settings can easily be 3 to 5GB each.