ASA bans Sky+ HD advert

The Advertising Standards Authority has banned an advert for the Sky+ HD service due its potential to mislead consumers about installation costs.

In the television advertising campaign, Sky pushed the benefits of "free installation" as an incentive for customers to sign up to the Sky+ HD service.

However, seven viewers complained to the ASA after they were told by Sky that this was only available for anyone subscribing to the Sky Multiroom package.

Five other complainants also questioned the availability of the offer after being told by Sky customer service operatives that it was not accessible for two to three months.

In its defence, Sky said that it was running two Sky+ HD box and installation offers, one for new and one for existing customers. It explained that new customers receive free standard installation after paying £49 for a Sky+ HD box and signing up to Sky TV with an HD pack.

Existing customers, however, have to pay a £30 installation cost to upgrade to Sky+ HD unless they subscribe to the multiroom service at £9.75 per month, in which case installation would be free.

Despite this, the ASA ruled that the adverts did not make it clear to customers that installation was not free in all instances. It has, therefore, banned the TV ads for their misleading nature, but opted to dismiss similar complaints against a related poster ad campaign.