Skip Navigation


Fibre postcode lottery bites back for BT Business Broadband
Wednesday 13 November 2013 13:16:58 by Andrew Ferguson

Advertising a service that is not available to every home and business can be a difficult game and it appears that a poster aid by BT Retail aimed at trying to get businesses in Manchester to sign up to Infinity service has fell foul of the Advertising Standards Authority.

A poster ad, for BT Infinity fibre optic broadband, appeared in Manchester and was headlined "MANCHESTER BUSINESSES. IT'S ARRIVED". Further text stated "Fibre optic broadband is here. BT Infinity for business". Small print included "Subject to availability. Requires a BT line and fibre compatible router such as the BT Business Hub …".

Issue

The complainant, who was told BT Infinity was not available for her business in central Manchester, challenged whether the claims were misleading and could be substantiated.

Extract from ASA ruling

As the service was not available for the complainants postcode and was also not available for many other central Manchester postcodes at the time of the advert BT has been told the advert must not appear in its current form. At the time of the advert the fibre penetration was 47.88% of the area where the poster appeared.

The headline for the poster does seem naive, but then how do you convey limited geographic availability in a short, concise yet eye catching manner?

Comments

Posted by mobilebb over 3 years ago
"The headline for the poster does seem naive, but then how do you convey limited geographic availability in a short, concise yet eye catching manner?"

A generic map of Manchester with red for no-service and green for availability.
Posted by zhango over 3 years ago
Surely this is no different to me going to the BT website and seeing an ad for BT Infinity - I then have to make a few clicks to know that it isn't available to me?
Posted by mikejp over 3 years ago
How about
MANCHESTER BUSINESSES. IT'S ARRIVED - but you probably cannot have it?
Posted by Chrismb over 3 years ago
A poster advert should only be put up where it is actually available.
Posted by andrew (Favicon staff member) over 3 years ago
Alas we do not know the exact location of the poster, but generally that is the rule for billboards.
Posted by brandscill over 3 years ago
MANCHESTER BUSINESSES. IT'S ARRIVING
Posted by uniquename over 3 years ago
BT Infinity, only finitely available.
You must be logged in to post comments. Click here to login.