ITC Upholds Digital Complaint

The ITC has upheld a complaint from Sky Digital regarding advertising by its competitor, ITV Digital, which BSkyB claimed included a misleading comparison.

The advertisement said that viewers would not need a dish and “would get all the channels through the ITV Digital box.” BSkyB complained that this was not a fair comparison to digital satellite. It provided evidence of many channels available on digital satellite which were not available on ITV Digital.

After an acknowledgement of BSkyB’s point by the advertisers and the BACC, the claim was changed to “you can get up to 50 channels through the ITV Digital Box.” However, although the ITC noted the amendment, it judged the original advertising to have been misleading and upheld the complaint.

BSkyB: 020 7705 3000 www.sky.com ITC: 020 7306 7743 www.itc.org.uk ITV Digital: 0808 100 0101 www.itv-digital.co.uk

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