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
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Digital Account Executive Twist Recruitment £19000 - £22000 per annum + benefits, City of London
- Client-side PPC / SEM executive - £25K - Central London Digital Gurus £23000 - £28000 per annum + benefits, City of London
- Digital Project Manager Premier Media £250-£300 per day, London
- Media Account Director Premier Media Up to £300 per day depending on experience, London
- Majority of 15m Twitter users in the UK follow a newspaper
- OgilvyOne loses BA business
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- International Women's Day: 'You make your own luck' says Cheryl Giovannoni
- Twitter attracts more ads, but rates tumble 67%