27th July 2005:
Advertising Standards
Authority Advertising Standards Authority adjudicate against BT's
broadband 'Long lasting lightbulb' TV commercial.
The Advertising
Standards Authority (ASA) have this week adjudicated against BT following two
complaints in relation to BT's 'Long lasting lightbulb' TV
commercial.
This commercial, promoting BT Broadband took place in a
hardware shop, with a man buying light bulbs being told "You know we have these
super long lasting light bulbs for about the same price as your normal ones?"
The man replied "No - I always get these." The voice-over said " Given the
choice wouldn't you prefer more for your money? Broadband from BT is double the
speed and now from £15.99. Call ..." An on-screen caption said "1Mb
Broadband from £15.99".
On-screen text at the beginning of the
advertisement said "BT Broadband Basic £15.99 a month Direct Debit for 3
months (was £17.99) £17.99 thereafter. Offer ends 02.08.05. New
customers only (excludes upgrades) £6 credited to first or second bill
after 16.06.05".
The ASA received complaints from two viewers who
believed the advertising was misleading because BT Broadband was only available
at £15.99 for three months and thereafter would cost £17.99 a
month.
The ASA queried whether BT Broadband was available 'from'
£15.99 as text in the commercial stated that £6 would be credited
back to the first or second bill.
The outcome of this adjudication was
that the ASA found that a customer would have to pay £17.99 from the
start of their contract, with £6 being credited to their account at a
later date. At no point would their monthly payment actually be the advertised
headline price of £15.99 and the ASA did not believe this was clear from
BT's advertising.
The ASA ruled that the special nature of BT's
broadband offer had not been explained adequately and that the commercial had
therefore breached CAP (Broadcast) TV Advertising Standards Code, Rules 5.1
(Misleading advertising), 5.2.3 (Qualifications), 5.3.1 (Accurate pricing) and
5.4.2 (Superimposed text) and should not therefore be shown again in it's
current form.
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