Broadband News

BT up before the ASA

A promotion for BT Vision and a months free subscription to Setanta football matches sounds like a fairly easy advert, but it seems BT got the attention of Sky who challenged the adverts with the Advertising Standards Authority.

The complaint centres around two issues, the suggestion that Setanta Sports was cheaper through BT than through other suppliers. Also Sky thought that it appeared to be a direct comparison with Sky, when Sky does not retail Setanta Sports.

The ASA assessment was to uphold both issues, on the price side of things the ASA concluded that the ongoing subscription to Setanta Sports was not significantly cheaper via BT Vision. On the second point, while it was accepted that no direct comparison with Sky was intended, since Sky is a well-known provider of televised football and the phrase "sky-high" in the advert was used the advert could be seen as referring to Sky. The price for a Sky subscriber buying Setanta Sports is the same as someone with with BT Vision. Attempts to say that since Setanta on BT Vision is cheaper than a Sky Sports package (£26 to £38 a month) were not fair as the contents of the packages were so different.

A simple ruling against BT, with them not being allowed to run this advert again.


"A simple ruling against BT, with them not being allowed to run this advert again."

Wow - that will hurt them given the ad has been running for several months now and no doubt helped fill their coffers.

I must admit the ad had me fooled.

Surely if a watchdog deems a company is doing something wrong to steal business from a competitor they should be punished with a hefty fine or a block on ads as Bulldog were a few years back?

Otherwise BT may as well say "SKY are a bunch of crooks".

  • keith_thfc
  • over 12 years ago

^^^ I agree keith, if i remember the advert correctly they should had been fined, especially with their bold claim setanta is cheaper on BT Vision when in fact it is not. And from just reading the story above using phrases like sky high obviously is a indirect point and poke of Sky (Why else would you use the phrase sky high in an ad to sell a football TV service??). Typical despicable BT AGAIN {SPIT} When is some regulator with balls going to properly lay down the law to them and a few others?

  • over 12 years ago

agree bt should be fined at least in hundreds of thousands greedy punks .

  • m101dream
  • over 12 years ago

If there's no regulator then you can't really blame BT for trying to get away with sneaky advertising.......

  • keith_thfc
  • over 12 years ago

This was clearly just clever marketing.
Remember the advert cheaper than gritish bass.
Fabulous marketing

  • yousadlot
  • over 12 years ago

quote"This was clearly just clever marketing."

Not that clever..... They lost the decision HAHA

  • over 12 years ago

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