ASA withdraws TalkTalk advert header image

Published: 8th May 2013

Another broadband advert has been banned by the Advertising Standards Agency (ASA).

The organisation has forced TalkTalk to withdraw a promotion for its triple-play Plus TV bundle of unlimited broadband, phone and TV services after it misleadingly claimed to be “Britain’s best value” package.

This was challenged by Sky who took exception to the statement "Britain’s best value unlimited TV broadband and phone compared to Sky, Virgin and BT".

TalkTalk responded by claiming that the use of the word 'value' referred exclusively to price and it said customers would understand this, as the company has a history of offering low cost packages and deals. 

However, the ASA ruled that this was misleading, as by claiming to provide the 'best value' package, TalkTalk suggested it was offering a product of comparable quality to the named competitors but at a lower price. 

The organisation stated: "In our view a claim to provide the 'best value' product or service could imply a comparison restricted to price alone only if it was presented in such a way as to make that context clear to the consumers reading the ad."

It ruled that the advert must not be shown again in its current form and TalkTalk has been informed that in any future promotions it must be made clear that claims about value are based on price alone.

The ASA has also taken action against internet service providers (ISPs) Virgin Media and Plusnet earlier this year. 

Both companies were also forced to withdraw adverts that contained misleading information about their broadband services.

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Posted by Craig Roberts