Watchdog puts brakes on BT Infinity ads

Watchdog puts brakes on BT Infinity ads

Summary: The Advertising Standards Authority has upheld four complaints against the advertising of BT's super-fast Infinity broadband service on the grounds that they could be misleading.The ASA said on Wednesday that it had investigated four complaints about BT's advertising of its Infinity broadband packages — which appeared in print, online and on television — put forward by rival broadband provider Virgin Media.

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TOPICS: Mobility
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The Advertising Standards Authority has upheld four complaints against the advertising of BT's super-fast Infinity broadband service on the grounds that they could be misleading.

The ASA said on Wednesday that it had investigated four complaints about BT's advertising of its Infinity broadband packages — which appeared in print, online and on television — put forward by rival broadband provider Virgin Media.

Virgin Media questioned whether the claims that the service was "unbeatable" could be substantiated. It also said they were misleading as they did not state which speed was available on which package.

Virgin also contested the wording of adverts, which said "do more online with three times faster fibre optic broadband". Virgin said the claim was misleading and could not be substantiated, because it did not believe BT's speeds were faster for all of the activities suggested, such as uploading or downloading photos. In addition, Virgin complained that "four times faster broadband" could be misleading because no basis for comparison was given.

Following the ASA's decisions, BT has been banned from showing the ads in their same form again.

Update 16:30:BT supplied the following statement in response to the ASA's ruling:

"BT is disappointed that the ASA has made this judgement based on a somewhat pedantic interpretation of the adverts. We don't feel that any customers will have been misled by the claims in these ads, which sought to highlight, on the basis of Ofcom speed reports, that Infinity offers download speeds three times as fast as the UK average and offers upload speed which are equal to anything offered by any other ISP."

Topic: Mobility

Ben Woods

About Ben Woods

With several years' experience covering everything in the world of telecoms and mobility, Ben's your man if it involves a smartphone, tablet, laptop, or any other piece of tech small enough to carry around with you.

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  • I wish BT would concentrate on bringing the whole of the UK to an acceptable average. Gone of the days of simple web browsing, who does that now? Today people like to stream music & movies, play online gaming and upload their photos all at the same time. The poor folk in rural areas (like me) are stuck with less than
    anonymous
  • had infinity 19th April unbelievable traumatic experience, time wasted on phone to rectify problems, have no faith that they will resolve issues or refund charges
    kugaboy