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BT broadband advert rapped by advertising watchdog

11 September 2013

The Advertising Standards Authority (ASA) has today rapped telecoms giant BT over its advertising claim that its Infinity broadband service offered customers ‘eight times faster fibre optic broadband’.

According to the ASA the claims were not based on the most up to date data and were a comparison with the national ASDL average. The advertisement was therefore misleading and must not appear again in its current form.

Comparisons of this type are very popular with advertisers. They can give them a real advantage, especially in a highly competitive field such as broadband services. But for this reason, there are detailed rules to be followed when making such claims. Using out-of-date information for the comparison, and choosing an inappropriate basis for comparison, are common pitfalls. The ASA has spent a lot of time on broadband advertising in recent times, so the risks of getting a comparative claim wrong are well known.

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