ASA Slams BT For Misleading Directory Enquiries Ad
The ASA has slammed BT for using the words ‘Public Notice’ in a national press ad for its new directory enquiries service.
Communications regulator Oftel and members of the public complained the use of that particular strapline misleadingly implied that the ad was an announcement from a public authority.
The ad stated: “Public Notice. BT directory enquiries is being updated. The old 192 number will be replaced by 118 500. To minimise any confusion or inconvenience BT advise making a note of this number or storing it in your mobile phone.”
BT argued that the ‘Public Notice’ headline was used to capture people’s attention and claimed the inclusion of its logo made it clear the ad was from a commercial company. The telecomms giant insisted the ad was not misleading, but decided to amend the strapline.
The ASA concluded that the headline misleadingly implied the ad came from a public authority. It upheld the complaints and ordered BT to seek advise from the CAP Copy Advice Team before embarking on any future campaigns.
However, the regulator dismissed complaints that the ad wrongfully implied 192 directory enquiries was only being replaced by one new service and that it give the impression BT had introduced the new number on its own initiative, not because of regulatory intervention.
Earlier this week BT welcomed Oftel’s ruling that its broadband marketing strategy does not breach the Competition Act (see BT Welcomes Dismissal Of Freeserve Complaint). However, the telecomms giant is currently being investigated over its involvement in a joint satellite TV and internet marketing push with BSkyB (see BSkyB And BT Probed Over Joint Marketing Campaign).
ASA: 020 7580 5555 www.asa.org.uk
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