Virgin Media ad banned over small print
By Sarah Shearman, campaignlive.co.uk, Tuesday, 24 April 2012 10:21AM
Virgin Media has been banned from running a print ad by the Advertising Standards Authority (ASA) after a complaint that the small print in one of its press ads was difficult to read.
The ad, promoting its 'Faster for a fiver' broadband promotion, ran in February and contained small-print text detailing conditions of the deal.
The complainant believed the size of the text was not legible and was therefore misleading.
In its defence, Virgin Media said that the small print in the ad would be clearly visible to a normally sighted person and the print was larger than the average used in the industry.
The ASA acknowledged that the small print was large enough for a normally sighted person to read, but said the low quality of the print meant it was not clearly visible for someone reading it once, at a reasonable distance and speed.
The watchdog said that because the small print contained material information that was not presented clearly, the ad was misleading.
It banned the ad in its current form and informed Virgin Media to make sure such qualifications appeared more clearly.
Follow Sarah Shearman on Twitter @Shearmans
This article was first published on campaignlive.co.uk
- Senior Account Manager - consumer branding & packaging - £35-42k plus bens Story Recruitment £35-42k plus bens dependent on experience, London (Central), London (Greater)
- Social Media Manager/Director Pitch Consultants £Highly competitive + benefits, Leicestershire
- Senior Online Trading/Commercial Manager Pitch Consultants £Highly competitive + benefits, Leicestershire
- Video Sales Account Manager Salt £35 - £45 per annum + Com, City of London
- Senior Planner Buyer Dot-Gap £35k, London (Central), London (Greater)
- Google's European leader says viewing habits are 'changing dramatically'
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Land Rover to move global ad account into Spark44
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne