BT Infinity ad banned over misleading broadband availability claims

BT: ad banned over misleading claims
BT: ad banned over misleading claims

The Advertising Standards Authority has banned a BT Infinity poster ad, which claimed that fibre optic-based broadband for Manchester-based businesses had "arrived".

The single complainant objected to the campaign after she called BT and was told that BT Infinity was not available for her business in central Manchester.

The ad’s small print stipulated that the service was "subject to availability", while BT said that fibre penetration in the area at the time of the campaign was 47.88%, higher than the 43.4% national average.

BT said it could see how the campaign may be construed as misleading and offered to work with the CAP copy advice team to ensure that its future ads avoided making such misleading claims, adding that it would not repeat them.

The ASA acknowledged BT’s response and noted that, despite the disclaimer, BT Infinity fibre optic broadband was "subject to availability". However, it judged that the ad's claims were "likely to be interpreted as suggesting BT Infinity was generally available to business in Manchester".

The ASA said that the ad must not appear again in its current form and that BT should ensure in the future that its ads did not state or imply that a service was available in a particular area, when it was not.

Separately, Virgin Media challenged a BT ad on the basis that the placement of the words "Unlimited Broadband" and "Totally Unlimited" next to a headline claiming download speeds was misleading. The complaint was not upheld.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral