TalkTalk told to qualify best value claims by ASA
While TalkTalk is best known for its double play packages of telephone and broadband, with its Plus TV service it is also competing against the likes of Virgin Media, Sky and BT in the TV, phone and broadband bundle area. An advert in the national press resulted in a complaint to the ASA by BSkyB who challenged whether the use of "Britain's best value unlimited TV broadband and phone compared to Sky, Virgin and BT" in the advert was misleading.
"TalkTalk stated that the comparison made in the ad was based on the premise that a customer wanting TV, phone and broadband would choose a "triple play" package bundled by a single provider so as to achieve the best value for money and that before selecting that provider they would compare the triple play offerings available to them. TalkTalk said they had established a reputation for being a provider of value-based products and that reputation was built on the fact that their prices were among the lowest in the market. They stated that consumers considering the TalkTalk triple play service were necessarily considering low cost offerings."Part of the TalkTalk response to ASA
The issue revolves around the fact that TalkTalk was using 'best value' in relation to a price comparion, rather than any intent to mean 'best value' was in relation to the number of TV channels and other features. Alas the ASA has sided with BSkyB on this one, largely down to the positioning and prominence of the 'best value' claim, with the result the complaint has been upheld and TalkTalk in the future need to make sure they qualify what any 'best value' claim is relating to.