ASA Rules Against ISP Advertisers

Last week it was BT getting into trouble over its internet services (see ASA Questions BT’s “Anytime” Claims). This week more complaints were upheld by the ASA against ISPs for failing to make the small print big enough.

Freeserve put up the objection to AOL’s poster campaign which was headlined “100 Hour Free Internet Trial”. Small print at the bottom of the poster explained that there was a limited duration on the trial period, that payment was required thereafter and that credit card details were required. Freeserve said that these details were not prominent enough. The ASA agreed that readers were likely to overlook such a small footnote and instructed the advertisers to change it with help from the CAP’s copy advice team.

NTL and Telewest were also rapped for their poster and national press campaign for broadband cable services. Headlined “Broadband Internet. From £24.99. Going Fast.” In this case the small print told careful readers that in order to have the service for the low price indicated it was necessary to subscribe to other NTL/Telewest services. This complaint, from members of the public, was also upheld by the ASA, which decided that because of the significance of the condition, it should have been part of the body copy. The advertisers were instructed to amend the advert.

ASA: 020 7580 5555 www.asa.org.uk

Subscribers can access ten years of media news and analysis in the Archive