ONdigital Ads Receive Complaints

The Independent Television Commission (ITC) upheld complaints about ONdigital’s suggestion that its set-top boxes are free in recent television ads. The complainants said that the “Get your free box today” strapline was misleading as the boxes were only available on loan while the viewer subscribed to the service.

Although the digital broadcaster tagged the ads with a warning “further terms and conditions apply”, the ITC said that the word “free” is a strong claim and should not have been used in this instance.

Copycat action forced the ITC to change the time of viewing for Bounty kitchen towel ads. The ads, which received a total nine complaints, show a full coffee pot balanced on a piece of the towel and a hot-plate on the cooker being rubbed by a towel. Two viewers said that their children had attempted to copy the actions by balancing tea-pots on a kitchen towel. The ITC restricted transmission of the ads to beyond 9pm to prevent potential harmful consequences.

Ulster Television was also given a warning, through its sales house TSMS, about the amount of advertising shown during the Des O’Connor Show. On July 2 a four minute centre break was transmitted, in breach of ITC rules.

Independent Television Commission: 0171 306 7743