Digital TV Ads Provoke Complaints

Advertisements from three of the digital television broadcasters – BSkyB, ONdigital and Cable & Wireless Communications – came under fire from the Advertising Standards Authority in its latest report for March 1999.

An advert placed on the internet by BSkyB for its digital satellite television service was criticised for including the channels Sky News and QVC in its value pack deal which costs £6.99 per month. The ASA upheld the complaint ruling that as both Sky News and QVC are free to air channels, including them in the choice of subscription packages exaggerated the benefits of subscribing to the service.

Cable & Wireless Communications, which recently announced launch plans for its cable digital television service (see Newsline) also provoked complaints with a direct mailing campaign in which it offered a three month TV and telephone package for an introductory price of £9.85. The ASA ruled that the ad misled would-be customers as to which programmes would be available within the three-month subscription trial, as it implied that the latest series of Friends and ER would be available when if fact they were not due to start until the end of the trial period. The complaint was upheld.

Lastly, digital terrestrial broadcaster ONdigital was pulled up by the ASA for the statement: “We don’t believe you should have to buy…..channels you don’t want to and will never watch” used in a national and regional press and poster campaign. Complaints from BSkyB considered that because customers who wanted one premium channel have to buy a package of 6 primary channels first whether they want to or not, the statement was untrue. The ASA advised the advertisers that they remove the ad.

In addition to this, Sky objected to the implication in the poster that all ONdigital customers needed was an aerial, pointing out that a set-top box was also required, and the ASA agreed that the ad should state the need for a set-top box decoder.

Advertising Standards Authority: 0171 580 5555