ASA Bans Sky’s “Misleading” Ads

The Advertising Standards Authority has banned two BSkyB adverts after it ruled that the broadcaster’s commercials misleadingly implied that all terrestrial TV signals would cease following digital switchover.

The first of the ads, within a four-page wraparound, stated: “Don’t worry that your terrestrial TV signal is being switched off. We’ve got it covered.” Inside was the headline, “Switch to digital with Sky now”.

The second ad said: “Want to be ready when your terrestrial TV signal is switched off? Sky TV is the only way to go digital right now”. The ads were aimed at Whitehaven in Cumbria, the first town to switch to digital in the autumn (see Digital UK Unveils Next Stage Of Switchover).

A complainant pointed out that terrestrial TV signals were merely transferring from analogue to digital and that Sky was not the only method of receiving signal after switchoff.

The ASA said that Sky had breached its codes relating to substantiation, honesty and truthfulness. The watchdog told Sky to make it clear in future ads that Freeview would be available to people in Whitehaven at the time of switchover.

A recent report from JupiterResearch claims that Freeview will be the big digital switchover winner in the next five years, with pay-TV companies such as Sky and NTL:Telewest set for a struggle to win customers.

The report estimates that there are around 5.3 million households in the UK which are still only able to receive analogue television, adding that over the next five years 4.6 million households will go for Freeview’s DTT service.

Over the same period, Sky is estimated to bring in 1.2 million new households whilst NT:Telewest is forecast to attract 700,000, with IPTV services like HomeChoice and BT Vision predicted to draw around one million (see Freeview To Be Digital Switchover Winner).

BSkyB: 020 7705 3000 www.sky.com ASA: 020 7580 5555 www.asa.org.uk