Businesses must stick to ASA's rules

Making claims about a product or service is nothing new, nor is the making of misleading claims. And as if to prove the point, it's worth highlighting that TalkTalk has had a complaint upheld against it by the Advertising Standards Authority over an exaggerated savings claim. At issue was a TV adver

Making claims about a product or service is nothing new, nor is the making of misleading claims. And as if to prove the point, it's worth highlighting that TalkTalk has had a complaint upheld against it by the Advertising Standards Authority over an exaggerated savings claim.

At issue was a TV advert where TalkTalk said that customers that moved to it away from other providers could save over £140, albeit that the claim was on screen for a second or so and was surrounded by question marks.

TalkTalk defended it's stance saying that the saving was based on an 'average total bill spend without being selective of certain charges or features'. However BT won the day because TalkTalk had over egged the savings that customers could make and also because the claim was not based on the savings that could be made by customers of other providers, at whom the advert was aimed.

Advertisers need to remember the ASA rules that are based on the CAP Codes. Breaching the rules can lead to public admonishment and the withdrawal of advertising space - both in print and online.

This was last published in August 2011

MicroScope+

Content

Find more MicroScope+ content and other member only offers, here.

Read more on Salesforce Management

Join the conversation

2 comments

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

ASA Rule - BT is allowed to make false claims.
Cancel
Fibre to the cabinet is NOT FIBRE.
Cancel

-ADS BY GOOGLE

ComputerWeekly

SearchITChannel

Close