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Sky's Bruce Willis advert dies hard following ASA ban

Watchdog rules Sky was 'misleading' potential customers
Wed Aug 14 2013, 14:18
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A SKY BROADBAND ADVERT featuring Bruce Willis has been banned by the Advertising Standards Authority (ASA) over claims that it was misleading.

The advert, which featured Die Hard star Bruce Willis swanning around in a bathrobe, as he does, will no longer be shown on UK televisions in its present form after the ASA ruled that Sky was misleading viewers.

Sky's advert claimed that its Unlimited Broadband service costs just £7.50 a month, less than half of BT's standard price. However, it later revealed - in small print hidden at the bottom of the advert - that buyers would first need to spend £14.50 for the company's Sky Talk and line rental package to get the deal.

Because of this, the ASA ruled that the Sky advertisement was not being clear with potential customers, concluding that it was "misleading".

The ASA said in its ruling, "Sky asserted that an average consumer would understand from the on-screen text that, in order to obtain Sky Broadband Unlimited for £7.50 per month, it was necessary to take Sky Line Rental at £14.50 per month and to be a Sky TV customer. They would also have noticed from the on-screen text shown earlier in the ad that the starting price for Sky TV was £21.50 per month."

Sky said in statement that it believes it made its pricing clear, and that consumers would be able to understand that it's necessary to sign up for its line rental and be a Sky customer to get the £7.50 offer. Clearly not.

A spokesperson said, "We considered that the minimum monthly price of both Sky TV and line rental should have been clearly communicated together with the £7.50 price claim."

The advert is still on Sky's Youtube page, so you can decide for yourself whether you think it's misleading or not. µ


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