BT and one member of the public complained to the ASA over a SimplyBroadband advert challenging whether the service was the cheapest as claimed in the advert.
The ASA has upheld the complaints and chastised TalkTalk about the lack of prominence given to the comparison information in the advert which compared their £2.50/month (price has risen since complaint was lodged to £3.50/month) service with BT, Sky, Virgin Media and PlusNet and the standard pricing.
For others in the future looking to promote themselves on price it seems that the ASA wants firms to consider both the standard and promotional offers. Comparing against promotional offers is particularly challenging as the promotions change weekly so any printed advert copy will always be out of date.
Since the complaint was upheld because a smaller provider was under cutting them, does this mean Virgin Media will no longer be allowed to claim fastest UK broadband provider since there are firms offering Gigabit speed connections too? Virgin is of course careful to include the words 'widely available' in their promotional material to get around this small issue of course.