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BT Criticised By Advertising Watchdog For Misleading Customers

It seems that an advert which claimed BT as the ‘Best Performing Broadband’ supplier has run foul with the Advertising Standards Agency (ASA).

Acting on a complaint filed by Virgin Media, the ASA has ruled that BT in essence misled its customers since the said advert failed to disclose that it was voted the best only among ADSL suppliers and that too for a limited period of January 2006 to January 2008 by Epitiro.

In its adjudication the ASA mentions “Without immediate qualification, the ad was likely to mislead” and also directed BT that it needs to qualify Best Performing Broadband with ADSL in future.

Interestingly it was also put forward that the advert also did not clearly state the fact that it was essential to have a BT landline in order to connect with the BT broadband.

With the increasing competition in the broadband market companies are often adopting marketing strategies that are at times ambiguous and the ruling from ASA is likely to encourage them, to avoid presenting half baked facts before the public.

Désiré Athow
Contributor

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.