UK INTERNET SERVICE PROVIDER (ISP) Talktalk has had its wrists slapped by the Advertising Standards Authority (ASA) for "misleading" customers with claims that it offered Britain's cheapest unlimited broadband.
BT, along with another complainant, went to the ASA to moan that three Talktalk advertising campaigns - including a mailout, a website promotion and a press advert - were false, with the ISP claiming that it was offering "the UK's lowest priced, totally unlimited broadband".
The ASA ruled in BT's favour, saying that Talktalk failed to substantiate the claims that it offered the cheapest broadband pricing. What's more, the watchdog said that the ISP's price comparisons also showed inaccuracies, and added that Talktalk had "misled customers".
In its ruling the ASA said, "Most consumers would believe that, at the time the ad appeared, Talktalk offered the cheapest unlimited broadband package in Britain, in comparison to both their competitors' standard and promotional prices.
"Because that was not the case, we concluded that the claim was misleading."
The ASA has told Talktalk that the three adverts must not appear again in their present form, and to make its price comparisons clearer in the future.
A Talktalk spokesperson said in a statement, "We're committed to making Britain better off and consistently offer our customers Britain's best prices for TV, broadband, mobile and home phone. As such Talktalk homes make significant savings in comparison to our competitors.
"We note the ASA's comments about ensuring comparison text is prominent and look forward to continuing to provide Britain's lowest prices."
While this ruling is good news for BT, the ASA also upheld a complaint against it on Wednesday. The watchdog upheld a complaint regarding a direct mailing from BT that stated, "SKY TO SWITCH OFF O2 BROADBAND BY APRIL 2014" on the envelope for being misleading. µ