BSkyB ad banned for misleading 'just for you' line

Be the first to comment
BSkyB: ad for its movie channels and broadband service banned by the ASA
BSkyB: ad for its movie channels and broadband service banned by the ASA

BSkyB has had an ad for its movie channels and broadband service banned by the Advertising Standards Authority (ASA) for misleading consumers, after the ad sparked more than 80 complaints.

The Brothers and Sisters-created TV ad, which aired on 22 November last year, said: "Welcome to the world of better offers. If you've got Sky Movies 1 and 2 with Sky's unlimited broadband, then this offer is just for you. Enjoy a free wireless connector for your Sky+HD box so you can access Anytime+ and enjoy movies whenever you want."

On-screen text for the ad said: "New Anytime customers only. Compatible Sky+HD box, Sky Talk and Sky line rental required."

The ad received 86 complaints from consumers, claiming that the condition for the deal, which was only for new Anytime customers, was not clearly enough stated.

Sky responded to the complaints stating that it did not believe the ad was misleading and that it had appropriately qualified the conditions of the offer, which broadcasting regulator Clearcast agreed with.

The ASA agreed with the initial qualifying text on the screen, but said the line, "If you've got Sky Movies 1 and 2 with Sky's unlimited broadband, then this offer is just for you", implied the offer was open to a broader range of Sky customers, and it banned the ad.

In November last year, BSkyB successfully petitioned the ASA to have a direct mail ad campaign, run by rival Virgin Media, banned, because it was not obviously identifiable as a marketing communication.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES


SUBSCRIBE TO CAMPAIGN

Only £57 for 3 months

Includes every print & iPad edition, plus full access to Campaign online and other Brand Republic sites.

SUBSCRIBE

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

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

DCM's cinema ad interrupted by The Aliens in Channel 4 takeover
Share

1 DCM's cinema ad interrupted by The Aliens in Channel 4 takeover

Cinema viewers this weekend will see an unusual takeover by Channel 4 of Digital Cinema Media's regular ident during the ad reel.

The end of false recognitions
Shares0
Share

1 The end of false recognitions

You'll be seeing less work from DDB at award shows in 2016. Here's why.

Just published