TalkTalk ad banned after BT complaint

LONDON - The Advertising Standards Authority has upheld a complaint by BT about a TalkTalk ad that claimed to offer half-price calls, but did not mention the fees involved in the offer.

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TalkTalk said the call connection fee was explained in the footnoted text linked to the main claim, which informed customers that the non-discounted fee applied to all calls made to mobiles from their landlines.

But the ASA considered that customers would understand the claim "1/2 price calls to mobile" to mean that  the total cost of the call, including the connection fee, would be half-price.

The regulator did not believe the footnote was enough to correct customers’ understanding of the main claim.

The ad must not appear again in its current form.