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TalkTalk's attempt to have a BT Infinity advert banned has failed following an adjudication of the Advertising Standards Authority (ASA).

The firm made a complaint about the wording of BT's super-fast broadband advert, which it claimed had the potential to mislead UK consumers.

TalkTalk raised concerns about the wording of the statement: 'Four times faster than average broadband: Infinity, only from BT'.

The firm argued that, in the context of the advert, this may have led consumers to believe that fibre broadband services were only available from BT.

However, the ASA rejected the complaint, ruling that viewers would understand that Infinity is the name of BT's super-fast broadband product.

"The claim 'Only from BT' related to this product, not to fibre-optic technology generally," the regulator stated.

"Because we did not consider that viewers would infer from the ad that fibre-optic technology was only available from BT we concluded that the ad was not misleading."

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