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Broadband provider Be has been cautioned by the Advertising Standards Authority (ASA) for offering a service that no longer exists on a social networking site.

The package in question was the Be Lite tariff, which offered a 24MB connection for £14 per month.

A complaint was made to the ASA by a customer who followed the advert through to the company's website, only to find the offer was no longer available.

The product was replaced in August 2007 with the Be Value package, which offered an 8MB connection for the same price.

The ASA ruling stated that it was "Be's responsibility to ensure that product changes were communicated promptly to online media buying agencies".

Be has assured the ASA that in future advertisements will accurately reflect products offered by the company, an action which was welcomed by the advertising watchdog.

The core principle of the organisation is that advertising should not mislead, cause harm or offend.

Be was cautioned on the grounds of misleading customers.

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