You have to pay eternal attention to developments that could become a 10X factor in your business - Andy Grove - Only the Paranoid Survive
AN ADVERT FEATURING BT's three students has been banned, meaning that the INQUIRER can stop looking for its TV remote.
The ad shows three young people that BT has elected to inflict on us. One of them, we'll call him the geeky one - he had the high speed internet in the first place - is online dating.
In order to impress her his brace of cronies tell him something about music and book some tickets to a gig. The problem is that they do this much faster than anyone would actually be able to do in the real world.
The UK Advertising Standards Authority (ASA) has upheld complaints about the advert. We will let it explain its problems with the ad.
"During the ad the character who used the online dating site said, 'She thinks I'm funny but she's not sure about my photo.' The female character then searched through pictures on her tablet device and said, 'Quick, swap it for this one before she bails.' The photo was sent and uploaded instantaneously to the online dating character's laptop," it said.
"Later in the ad the online dating character said, 'How do I feel about electrophobia?' The second male character replied, 'She means the band. Tell her you've got tickets to see them on Friday.' The dating character replied, 'Have I?' The second male character said, 'You do now', and showed him the tablet screen that confirmed the ticket purchase. At the bottom of the screen, text stated, 'Speeds based on Infinity Option 2 average customer speed and UK ADSL average from Ofcom report Nov 2012.'"
The problem arose from BT's statement that it is "eight times faster fibre optic broadband" and "up to [eight times] faster than the UK average". People complained that this was misleading, could not be substantiated and could be based on old figures.
Four people complained that the speed at which things happened had "exaggerated" the performance of BT Infinity.
BT said that the figures were current at the time and were still true. It said that it did not believe that the advert was misleading.
Whatever, we will not have to endure it again and the ASA has told BT to base any future speed claims on the most recently published data and qualify them. µ
Sign up for INQbot – a weekly roundup of the best from the INQ