The ads, by WCRS, attracted seven complaints after viewers objected that they did not make clear that there was a 12-week waiting period for HD installation, meaning they would miss out on coverage of the Ashes and Lions rugby tour.
The ASA noted that the complaints were made between the end of May and beginning of June. The seven complainants, who were existing Sky customers without Sky+HD boxes, were aware when they pre-registered in April, May or June there was a 12-week waiting period. Therefore, installation would take place in mid-July, mid-August or mid-September.
The Lions tour ran from 20 June to 4 July, while the Ashes ran from 8 July to 24 August.
However, because the ads stated "See every moment of this summer’s Ashes in high definition" and "See every moment of the Lions tour in high definition…", they were deemd to be misleading. They must not appear again in their current form.