CWC Gets Rap From ASA

The Advertising Standards Authority (ASA) has upheld a number of complaints about the slow roll-out of Cable & Wireless Communications’ digital services. Ten people complained that the advertised interactive services were not available when promised.

A circular had been distributed stating that interactive television would be available from 4 October 1999; on 8 October, however, customers were still unable to access it. CWC said that there had been difficulties in the roll-out of its interactive services in some areas but that all digital customers would be able to access it by the end of November.

The group changed its literature accordingly but the ASA concluded that its initial claims were misleading and asked the group to ensure in future that they did not claim availability for services that were not yet available.

Southbank Publishing was also cautioned for a misleading promotion in Marie Claire magazine. In the October 1999 edition a picture showed a “make-up wrap” with various cosmetics inside which it stated was “free”. A complainant objected that the promotion misleadingly implied that the pictured products were included in the promotion and were also free when, in reality, only the wrap was free. The complaint was upheld by the ASA, especially since the publisher failed to respond to its enquiries.

Advertising Standards Authority: 020 7580 5555