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Sky Broadband’s Bruce Willis ad pays ultimate price for misleading claim

14 August 2013

The Advertising Standards Authority (ASA) has banned an advert for Sky broadband featuring Hollywood film star Bruce Willis for misleading the public over pricing.

The ASA ruled that the additional minimum monthly price of both Sky TV and line rental should have been more clearly communicated together with the £7.50 price claim. Sky pointed out that the line rental price was included in small print, and was not in the voiceover making the price claim, the ASA did not think this was sufficient – even though the ad had been cleared for screening by Clearcast.

Given that their competitors BT and Virgin Media also charge for line rental in their packages, and Sky will have relied on Clearcast’s advice, Sky will no doubt be disappointed to have given the ASA and its competitors the opportunity to seize on this mistake.

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