ITC Finds BT Openworld Ad Misleading
The ITC has upheld complaints against a TV ad for BT Openworld, which promised unlimited access to the internet.
The ad, for BT’s internet call package, Openworld Anytime, depicted customers describing the benefits of the service, saying: “Because we’re not worried about the cost we just use it anytime”.
However, BT changed the terms and conditions of the package, restricting the amount of free internet time to 150 hours per month. Viewers felt the advertisement was misleading because it suggested that you could use the service at any time for a set price without having to worry about the cost.
BT claimed that as the ad was taken off air before the terms of the package were revised. The BACC said it was not aware that BT was introducing new terms and conditions and if it had known would not have approved the advertisement.
BT also highlighted the fact that the ad included the notice: “Online session limitations apply.” However, the ITC judged this insufficient to convey the extent of these limitations in light of the revised terms and conditions, which would drastically reduce the maximum length of time users could stay online.
The ITC concluded that the ad was misleading and should not be shown again, as it strongly implied consumers could surf the internet without the worry of call charges.
Earlier this month the ITC upheld complaints against Channel 5’s early evening tabloid-style show Live With Chris Moyles for bad language (see ITC Upholds Complaints Against Live With Chris Moyles).
ITC: 0207 306 7743 www.itc.org.uk
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