ASA criticizes TalkTalk for misleading customers

The UK regulator Advertising Standards Authority (ASA) has reviewed the complaints against a TV commercial for FREE broadband package launched by TalkTalk broadband provider as the ad could be misleading the customers. According to the complaints the ASA received from ten viewers, the advert has not taken into account the areas which are not connected by TalkTalk’s LLU network where the cost could go up well over £10 per month.

Stating that TalkTalk’s free broadband service is not available in some places in the UK, the advert will be misleading the customers, according to the ASA.

“At TalkTalk we believe broadband should be free. When you get your landline from us we give you broadband that’s free. You also get unlimited evening & weekend calls to UK landlines and to 36 destinations worldwide.”
TalkTalk Free broadband Advert.

So, the ad has breached CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading Advertising), 5.2.2 (Implications), 5.2.3 (Qualifications) and 5.3.1 (Accurate Pricing).

TalkTalk’s LLU network does not cover the entire UK. As such, the ad did not make sufficiently clear that the free broadband service was not available to all TalkTalk customers.

“The ad must not be broadcast in its current form. We welcomed Clearcast’s intention to ensure that future ads were amended to clarify the limitations of service’s availability.”
ASA statement