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."