The Advertising Standards Authority (ASA) has upheld complaints made by the public and BT regarding a national press ad for a broadband service from Bulldog communications. The ad stated ” Relax … up to 8 meg broadband only £9.75* .£9.75 a month fixed for as long as you are with us. The ASA agreed with complainants that as the broadband price was on top of £10.50 a month for Bulldog’s telephony service, the ad was misleading. Bulldog’s argument that competitors advertised the same were were dismissed with the ASA concluding that Bulldog’s offer was bundled, because new customers could not obtain the broadband service for £9.75 a month without also paying £10.50 a month for Bulldog’s telephony service. Because it was bundled, Bulldog’s offer differed from those of some of their competitors, who did not require customers to take their phone line when taking their broadband service. The ASA considered that the requirement to take a Bulldog phone line when taking the Bulldog broadband service was a significant condition that was not sufficiently prominent in the footnote. Thedismissedessed a further complain that the that the ad didmake madk clear the restrictions on the availability of the 8 meg service.
Also in today’s batch … they upheld complaints regarding a TV ad for the National Postcode Lottery which stated, in onscreen text at the end of the ad, “Tickets cost £2, payable by Direct Debit …”. The ASA found the ad was misleading, because the ad failed to make clear that the minimum number of tickets that could be purchased was four and not one as the ad suggested. They also upheld complaints against Stena Line Ferries regarding a promotional e-mail for a ferry service with the subject line of the e-mail stated “Want the lowest fare to Ireland this Christmas?” and including a table of prices that listed routes to Ireland with “Was” prices, “Now from” prices and “You save up to” figures. The ASA noted that Stena Line had not offered the lowest fare to Ireland on one of their routes at Christmas, and that whilst Stena Line had reiterated all the fares quotes were genuine they had failed to provided any documentary evidence to the ASA of the advertised fares