ASA finds Bulldog radio advert misleading
The latest Advertising Standards Authority broadcast rulings include a complaint over a Bulldog radio advert for its broadband services. The advert was broadcast earlier in 2005, when Bulldog only offered its 4Mbps service. The full publication containing the complaint can be found here. We have published an extract below:
The ASA did note the case that Bulldog raised in support of its advert, namely that the advert did not imply the service for £10.50 a month was unlimited, but was simply a starting price. Unfortunately for Bulldog it seems the ASA has decided that the time limitation of eight hours, and £1.50 for every hour over that on the cheapest Bulldog product was a important limitation that should have being made clearer. The ASA also ruled that comparing a time based service to the other 'standard' services which are often limited by download is not a clear comparison.
Clear and precise advertising is something that all service providers need to provide, and we feel that the ASA should also start to consider the 'advertising' that service providers have on their own website. The last year or so has seen an explosion in the ways broadband is packaged and sold, and rather than becoming simpler to understand, the broadband market is becoming a minefield for the average consumer.