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 …".
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?