Internet service provider (ISP) Plusnet has come under fire from the Advertising Standards Authority (ASA) over a recent marketing campaign.
The ASA upheld a consumer complaint over a Plusnet ad placed on the back of a bus, agreeing that the small print was illegible to the ordinary consumer.
Written in point size 132 text at the bottom of the advert, was an explanation that the headline £6.49 per month price for Plusnet broadband is only available to consumers living in the ISP's low-cost areas.
However, the complainant argued that this was impossible to tell from a reasonable distance, given the size of the text, making the poster "misleading".
The ASA conceded there is no minimum point size for small print, or other text, in posters, ruling that any writing should be clearly visible to "a normally sighted person reading the marketing communication once from a reasonable distance and at a reasonable speed".
"We considered that the poster should have made clear that the quoted price of £6.49 for broadband was not available to all," the authority added.
"Because the small print explaining that was illegible, we concluded that the poster was misleading."
This month, the ASA is due to publish the results of its review into broadband speed marketing practices among UK ISPs.