BSkyB HD ad banned for misleading free installation claim
BSkyB TV ad campaign failed to make clear that offer did not fully apply to existing customers, rules ASA
The Advertising Standards Authority has banned a Sky+ HD advert – part of the satellite broadcasting company's extensive marketing push for next-generation high-definition TV – for misleading the public over costs.
The ASA received complaints about BSkyB relating to a TV campaign pushing "free installation" as part of a cheap sign-up deal.
Seven viewers said that when they telephoned to enquire about the offer they were told it was only available if they subscribed to a package called Sky Multiroom.
BSkyB said that it was running two Sky+ HD box and installation offers. One was for new customers and one for existing customers.
New customers got a set top box for £49 with free standard installation when they joined Sky TV with an HD pack. Existing customers had to pay a £30 installation cost, which was waived if they took a multiroom subscription.
Sky said the TV ad was only promoting its offer to new customers.
However, the ASA said the ad did not make clear that installation was not free for existing customers, who would be interested in the offer. It therefore banned the ad as misleading.
The ASA dismissed several complaints against a related poster campaign.
Mark Sweney
Wednesday 12 August 2009 07.21 BST
guardian.co.uk © Guardian News and Media Limited 2009
BSkyB TV ad campaign failed to make clear that offer did not fully apply to existing customers, rules ASA
The Advertising Standards Authority has banned a Sky+ HD advert – part of the satellite broadcasting company's extensive marketing push for next-generation high-definition TV – for misleading the public over costs.
The ASA received complaints about BSkyB relating to a TV campaign pushing "free installation" as part of a cheap sign-up deal.
Seven viewers said that when they telephoned to enquire about the offer they were told it was only available if they subscribed to a package called Sky Multiroom.
BSkyB said that it was running two Sky+ HD box and installation offers. One was for new customers and one for existing customers.
New customers got a set top box for £49 with free standard installation when they joined Sky TV with an HD pack. Existing customers had to pay a £30 installation cost, which was waived if they took a multiroom subscription.
Sky said the TV ad was only promoting its offer to new customers.
However, the ASA said the ad did not make clear that installation was not free for existing customers, who would be interested in the offer. It therefore banned the ad as misleading.
The ASA dismissed several complaints against a related poster campaign.
Mark Sweney
Wednesday 12 August 2009 07.21 BST
guardian.co.uk © Guardian News and Media Limited 2009
