Digital Spy

Search Digital Spy
0

Tech News

TalkTalk 'safest broadband' ad campaign banned

By
TalkTalk
An advertising campaign for TalkTalk's HomeSafe internet security service has been banned over its "misleading" claims that TalkTalk offers the "UK's safest broadband".

BT complained to the Advertising Standards Authority (ASA) about the TV, poster and press adverts, run in August and September 2011.

The telecoms giant and two members of the public challenged whether the claim "UK's safest broadband" was misleading, as TalkTalk only offers "basic" security to users.

TalkTalk said that the claim was made because it was the only internet service provider to apply security features at the network level, rather than on a user-by-user basis via specific downloads.

The firm attempted to argue that its claim "related specifically to the safety of the broadband connection at the point of entry to the home", adding that it was "not claiming to provide the UK's safest online experience".

In its ruling, the ASA noted that TalkTalk provides network-level security, rather than just supplying individual security packages to customers, as other ISPs tend to do.

However, the regulator said that the claim "UK's safest broadband" implied that TalkTalk customers would have the "safest online experience", when in fact HomeSafe only offered a "basic range of security features".

"We also considered that the images shown in the [TV] ad reinforced this impression, as a father was pictured relaxing in an armchair whilst two children used the internet, giving the impression that using TalkTalk meant the actual online experience was the safest," said the ASA.

"We considered that customers could interpret safest as referring to a number of features, such as virus protection or protection from hacking, and that Home Safe only offered a basic range of security features."

It added: "We did not consider that consumers would interpret 'safest' as referring to blocking of inappropriate content, and restricting access to certain sites at certain times.

"As TalkTalk were not able to substantiate that customers would enjoy the safest online experience with them, we concluded ad was misleading."

The ASA told TalkTalk that the TV, press and poster ads must not appear again in their current form, and warned the firm that it must "ensure that the basis for comparative claims was made clear in future".

In May 2010, the ASA banned a TalkTalk broadband and landline advert after upholding a complaint from Sky over its "misleading" claims about savings.

However, in August that year it was BT that got into trouble over an advert promising "instant internet" that failed to substantiate its claims.

You May Like

Comments

Loading...