Internet service provider (ISP) BT has been ordered to change a broadband deal advert by the Advertising Standards Authority (ASA).
Rival broadband provider Sky made a complaint to the authority over an ad which compared the two firms' TV, calls, line rental and broadband bundles.
BT claimed that its own broadband package offered the better value to customers, but failed to point out clearly that it was only available on a 24-month contract, compared to Sky's 12-month minimum deal length.
Sky argued that given the importance of this distinction, it should have been given a more prominent positioning in the BT ad than in the small print.
"Because the qualification was in the footnote, and not in the body copy or immediately below the savings claim, we concluded the ad was likely to mislead readers," the ASA stated.
From March 1st, the ASA will benefit from a broadened remit which will enable it to hold ISPs to account over online marketing materials.