22 February 2012 - 12:25pm | posted by | 0 comments

BSkyB ‘Anytime+’ ad banned for misleading customers

BSkyB ‘Anytime+’ ad banned for misleading customersBSkyB ‘Anytime+’ ad banned for misleading customers

A TV ad by BSkyB which began by saying ‘If you've got Sky Movies 1 and 2 with Sky's unlimited broadband, then this offer is just for you.’ but was only available to those who did not already have Anytime+ activated, has been banned by the ASA.

The ad, by Brothers and Sisters, received 86 complaints from customers who believed that the significant condition was not made sufficiently clear in the ad.

BSkyB said that onscreen text read ‘New Anytime customers only’, and that the voiceover said "so you can access Anytime+", and it believed that the conditions were clear from this.

Clearcast agreed, saying it did not believe the on-screen text "New Anytime customers only" contradicted the offer "If you've got Sky Movies 1 and 2 with Sky's unlimited broadband, then this offer is just for you."

The ASA said: “We considered the words "If you've got Sky Movies 1 and 2 with Sky's unlimited broadband, then this offer is just for you" implied that the offer was open to all Sky customers who met these conditions. We also considered the words "just for you" emphasised this group of customers in particular had been selected.

“We noted Sky believed the words "so you can access Anytime+" made it clear the offer was aimed at customers who had not activated Anytime+, and that Clearcast believed customers who already had Anytime+ would not need to "access" it again.

“However, we considered that "access" may be understood by customers to refer to using the Anytime+ service, and so they would have to "access" it every time they did so. We considered the on screen text "New Anytime customers only" contradicted rather than qualified the offer, and therefore concluded the ad was misleading.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

THE CO-OPERATIVE BANK BRAND ADVERTISING CAMPAIGN

30/10/2014
Creating a brand campaign for a high street bank is always...

Rock of Ages on Tour

30/10/2014
CONTRACT START/END DATE September/October 2014 DESCRIPTION...

Reed Learning Personalisation with Sitecore

30/10/2014
Reed Learning, a leading provider of training courses and ...

First-time cruisers? It soon becomes a long-term love-in…

29/10/2014
Since July 2013, Cruise Nation and Rooster PR have been on...

Brand Campaign for 123RF

28/10/2014
The Challenge Help 123RF stand out against big-name image...