Sky TV ads banned by ASA

Sky has been criticised by the Advertising Standards Authority for advertising which implied the digital switchover would mean that all terrestrial TV signals would be turned off.

The copy stated: "Don't worry that your terrestrial TV signal is being switched off. We've got it covered", with another part saying "Switch to digital with Sky now". The ads were targeted at consumers in the Whitehaven area of Cumbria.

A second ad had the headline "Want to be ready when your terrestrial TV signal is switched off? Sky TV is the only way to go digital right now".

Complainants said the terrestrial TV signals were being transferred from analogue to digital, not being switched off completely.

Sky responded by saying it had consulted with Digital UK, the independent organisation leading the 2007-2012 digital switchover, over the campaign, and felt its ad adequately conveyed to readers that digital terrestrial television would be available in the area, but not until switchover in October.

The ASA noted that Sky had worked with Digital UK on the campaign, but said the headlines were still inaccurate and misleading. It ruled that Sky must make it clear in future that Freeview would be available to Whitehaven residents after switchover.