The UK Advertising Standards Authority (ASA) has banned an advertisement for BT fibre broadband services that promises an 'instant' internet connection.
According to the promotional campaign, BT allows users to stream high-definition videos, TV serials, and download items instantly.
But the ASA received four complaints about the advert. The substance of these was that the broadband connection provided by BT is high speed, but it still has delays. in its findings, the ASA ruled that the use of the term “instantly” in the advert is misleading.
BT claimed that the term refers to the extremely short time to access internet services. The company said that its broadband takes only eight seconds to upload a 9MB video, and could download a 6MB song in three seconds.
But the ASA was unimpressed.
“We noted that BT had provided a list of the times they believed it would take to complete the activities stated in the ad, using their fibre optic broadband. However, we also noted that we had not seen evidence that substantiated those times,” the ad watchers said.