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A BT advert has been banned after the UK advertising regulator ruled it had the potential to mislead consumers.

The Advertising Standards Authority (ASA) upheld a complaint over a direct mail advert for BT's Total Broadband service.

A consumer argued that the marketing material was misleading since BT failed to make clear than a 10GB usage allowance applied to the package.

The ASA agreed, ruling that the usage limit for a broadband offer was "material information" likely to affect a consumer's decision to purchase.

As such, the regulator said this should have been made clear in the mailing itself, not merely on the BT website or through discussion with sales agents.

"We concluded that the mailing was misleading by omission because it did not include that information," the ASA stated.

BT has been instructed to ensure any future adverts include details of the usage allowance and any other material information.

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