ASA rips another hole in the Bruce Willis white vest
Broadband is back in the ASA spotlight, and this week we have the recent Bruce Willis adverts promoting the virtues of Sky broadband and how his current (unnamed) provider is unable to stream his movies at a decent quality level.
A member of the public challenged that the advert was not totally clear with the fact you had to take a TV service and telephone line rental to get the unlimited broadband for £7.50 per month.
Having seen the adverts on a fairly regular basis, as they appear to be very common on various Sky TV channels, you can see the various qualifications and requirements mentioned but the ASA has upheld the complaint stating:
"The cost of line rental was presented in on-screen text visible at the same time that the £7.50 price claim was made. However, we considered that small print at the bottom of the screen would by its nature be significantly less prominent than a claim made in a voice-over, and that that was therefore not an appropriate method of communicating material information relating to the £7.50 price claim. We also considered that the cost associated with the TV element of the package being promoted was presented even less clearly to viewers because, although the ad contained text stating "Sky TV from £21.50 a month", that text had been absent from the screen for almost 15 seconds by the time that the voice-over referred to Unlimited broadband at "£7.50 a month"."ASA assessment on upheld complaint about BSkyB
Sky is not allowed to show the advert in its current form, and it means we should see in the future advert similar prominence and simultaneous screen time for the price of all components to qualify for an offer. The problem may well be that if too much information is shown on screen at once in a compelling TV advert people may be overwhelmed, or the creative advert writers will resort to the old fall back of lifestyle advertising with minimal mention of pricing.
The saving of £2.50 per month by taking Sky TV is pretty minimal when you consider that the basic Sky TV package was £21.50/month at the time of the advert and for those wanting to watch Sky Movies and with broadband of 5 Mbps or faster (i.e. able to stream HD) the number of offers for NOW TV might present a better path to watching all the Bruce Willis films.