TalkTalk UK’s safest broadband ad banned
January 4th, 2012 - 9:26 pm ICT by Aishwarya BhattLondon, Jan 4 (THAINDIAN NEWS) British Telecom, BT, has successfully convinced UK’s advertizing watchdog committee to ban the ad of rival TalkTalk because its claim that it provides the “safest broadband” in the country is not accurate.
The Advertising Standards Authority agreed that what TalkTalk provides is just the “basic” level of security and that makes the claim misrepresentative. TalkTalk has successfully used the campaign to get parents to buy its HomeSafe Internet package which it said blocks children from accessing sites considered not safe for them. The campaign was carried on the print and digital media which included the television, radio and Internet mediums.
During the hearing, TalkTalk argued that its claim of safest broadband was based on its HomeSafe feature which is only available to home users. The company admitted that users who are always on the road are not protected.
The ASA ruled that declaring their service to be the safest in the United Kingdom might mislead the public to believe that when they are online, all their security threats are taken care of. As a result, the ad campaign has been banned from the United Kingdom.
Since the launch of the HomeSafe package last May, about 200,000 households have signed up for the service.
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Tags: ad campaign, advertising standards authority, advertizing, asa, british telecom, broadband, home users, households, internet mediums, internet package, launch, london jan, parents, security threats, talktalk uk, television radio, united kingdom, watchdog committee