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SBD Global/June 12, 2014/Media

British Advertising Standards Authority Bans BT Sport Ad For Misleading Content

The Advertising Standards Authority "has banned a TV ad promoting BT Sport because it misled some consumers into thinking that they could access the content for free online," according to Ben Bold of MARKETING MAGAZINE. The ad "depicts sports presenter Jake Humphries walking into various scenes of people watching BT Sport on TV, including in a barber’s shop and a pub." One consumer "is shown watching via his tablet." The on-screen text states, "UK residential only. Watch Online 400kps speed on BT TV with Infinity or Sky Digital Satellite Platform (12 month min BT Broadband term on TV). Terms apply." The ad "received five complaints, with four of the complainants, including TalkTalk, arguing that the ad was misleading because it did not make it clear that Sky Sports was not free to view online if consumers did not have access to Sky Digital or BT TV through Infinity." The other complainant "objected to the ad because it featured scenes featuring businesses and he understood that BT Sport was not free to business customers" (MARKETING MAGAZINE, 6/11).
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