BBC’s Freeview Ad Breeches ASA Codes

A preliminary ruling by the ASA has found the BBC’s Freeview ad campaign in breech of its code of practice, for claiming that viewers can receive eight “free” BBC TV channels.

The advertising watchdog has received a number of complaints from people claiming that the ad, which features a range of well known BBC celebrities, is misleading because it does not mention that viewers have to buy a £99 set-top receiver to receive the channels.

Complainants also pointed out that the channels are not free as viewers already have to pay £112 per year for a TV licence.

A spokesperson for the ASA said: “We are carrying out an ongoing investigation into the BBC’s adverts for Freeview, but no decision has yet been made. The ASA’s board will have to consider the complaints before any official ruling is announced.”

Freeview appears to be getting off to an encouraging start and last week it was announced that more than 300,000 digital adapters have been sold in the two months since the launch of free-to-air digital terrestrial TV service (see Freeview Shifts 300,000 Adapters In First Two Months).

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

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