09 August 2010

UK - BT 'instant internet' ad banned by ASA

An ad campaign for BT that promised "instant" broadband has been banned after the advertising watchdog for not providing proof to back its claims. The Advertising Standards Authority ruling follows a damning report by Ofcom that found that internet companies are delivering speeds far below those they advertise, which was followed by calls from a number of industry players for much tighter advertising rules to police such claims. The ASA received four complaints that the campaign for the BT Infinity service, which used the strapline "birth of the instant internet", was misleading because although it is a quick service it still has delays. See also Virgin Media chief: rivals' broadband ads are 'grossly misleading'.