The Advertising Standards Authority (ASA) has upheld one part of a two-part complaint made by Sky against an advert for the pay-TV BT Sport platform.
Sky argued that a website promotion, which included the wording 'Get BT Sport on Sky for £12 a month or free for existing BT Broadband customers', was misleading to members of the public.
The first reason for this, which the ASA agreed with, was the fact the advert failed to make clear the price for Sky subscribers is due to rise to £13.50.
BT included this information in the small print, but the regulator - upholding Sky's complaint - ruled that the imminent price change should have been communicated more effectively.
"Considering the potential financial implications and the cancellation requirement for those who did not wish to accept the price increase, we considered that it should be made clear in ads, after a price rise had been confirmed, that it was forthcoming," it stated.
The ASA said news of the price rise should have been linked to price claims in the ad or stated within the body copy. As such, it banned this element of the ad and instructed BT not to repeat such claims in future promotional material.
However, the regulator threw out a second Sky complaint, over a claim in the advert that BT Sport is 'still free for existing BT Broadband customers'.
Sky argued that this statement was misleading, given that longer-term BT broadband customers are required to either renew their subscription with the operator or pay £12 per month for BT Sport.
In order to take advantage of the free BT Sport promotion, and watch the channels via Sky or BT TV, customers need to have a minimum of 12 months left on their contract.
However, the ASA ruled that, because BT Sport is free to BT broadband subscribers, and the terms of this offer are explained in the footnote text, the statement was "unlikely to mislead" consumers.
Speaking to ISPreview.co.uk, a BT spokesperson welcomed this part of the ASA decision, saying the firm was "pleased" with the outcome.
"We note that the ASA upheld a second technical complaint relating to the prominence of the wording informing Sky customers, who do not have BT broadband, about a future price increase for BT Sport on a specific BT.com web page," the representative added.
"We believed that putting this information in a footnote was acceptable, since the increase would not take place for two months and BT Sport can be cancelled with just one month’s notice."