Wednesday, June 27, 2012

UK - Virgin Media criticised for adverts claiming to double speeds, but sometimes just cutting the price

The Inquirer reports that the Advertising Standards Authority (ASA) had criticised Virgin Media over claims it was doubling speed:
The ASA said the ads implied that Virgin Media was doubling broadband speeds across the board, when it was in fact only doubling speeds for some, with 100Mbit/sec customers seeing a price cut instead of a speed upgrade.
The ASA said:
We considered consumers would interpret ad (b) to mean that all consumers who have or could get the Virgin service would have their broadband speed doubled. Because we understood that not all non-Virgin customers and Virgin 100 Mb and non-cable broadband customers would have their broadband speed doubled, we concluded that ad (b) was misleading and that the exclusions contradicted the main claim. On these points, the ads breached CAP Code (Edition 12) rules 3.1 and 3.3 (Misleading advertising), 3.7 and 3.8 (Substantiation), 3.9 (Qualification) and 3.22 (Prices).

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