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Sky Broadband has been forced to pull a TV commercial after the Advertising Standards Authority (ASA) ruled it made "misleading" price claims.

After the advert for Sky Fibre launched in February, a complainant argued that it was wrong to state that it offered the "UK’s lowest-priced fibre including line rental".

This was because Sky's package featured a 25GB usage cap, whereas only two of the 32 products compared to Sky's basic fibre product had limits.

As a result, the complainant suggested that the price comparison in the commercial was misleading.

Two other people also flagged up concerns with the ad, stating that the on-screen text was too small to read.

The ASA agreed with these grievances, ruling that a capped broadband product would be regarded as "materially different and inferior" to an unlimited broadband product.

As a result, this was deemed to be "a significant limitation that needed to be made clear in the ad".

The ASA acknowledged that a qualification was made in the small print, but said this did not point out that nearly all the comparator products offered unlimited broadband.

Furthermore, the watchdog agreed that the on-screen text was not presented clearly, as it "appeared against a very light background and the shadow surrounding the text did not make it sufficiently distinctive".

In addition, the ASA said the background consisted of "rapidly moving images", some of which had cut across the text, while other and larger on-screen text and colour changes "drew attention away from the small text at the bottom of the screen".

Sky has therefore been instructed not to broadcast the ad again in its current form. 

"We told Sky UK Ltd to ensure significant qualifications were clearly presented in their advertising," the ASA said.


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