BT ad banned over misleading Wi-Fi interference message

The Advertising Standards Authority (ASA) has banned a BT Home Hub ad after receiving three complaints about the TV spot's claims over WI-FI interference.

BT’s ad by Abbott Mead Vickers BBDO featured images of devices, including mobile phones and radios. Its voiceover stated: "There's no end of things around the home that can disrupt your wireless internet", before noting that the new BT Home Hub uses smart dual band to reduce dropout.

The on-screen text explained: "Signal avoids interference from non-Wi-Fi devices".

The ad was challenged for being misleading by impling that devices such as mobile phones cause significant Wi-Fi interference.

However, after the ASA sought clarification from Ofcom, which had previously carried out a study around interference from non-Wi-Fi devices, it found the most problematic devices were baby monitors and video senders, not mobile phones.

The ASA ruled: "We were concerned that the ad prominently featured a ringing mobile phone, when using such a device for telephone calls would not cause interference of the kind described."

Subscribe to Campaign from just £57 per quarter

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

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
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More