BT Infinity ad banned over misleading broadband availability 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".

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

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.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published