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ASA TalkTalk BT Sport

Talk Talk complaint sees BT Sport ad banned

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By Natalie Mortimer, N/A

June 11, 2014 | 2 min read

A TV ad for BT Sport has been banned after a number of complaints, including one from Talk Talk, said it mislead customers over online viewing information.

The ad, created by AMV BBDO, received a total of five complaints, who argued that it did not make sufficiently clear that BT Sport was only available to view online unless customers also had access to Sky Digital or BT TV with Infinity.

One of the complaints also said that the spot implied that BT Sport was free to businesses after it featured scenes set in a barber shop and a pub.

The Advertising Standards Authority (ASA) said that on-screen qualification in the ad, starring presenter Jake Humphrey, did not make clear that BT Sport was only available to view online unless customers also had access to Sky Digital or BT TV with Infinity.

The watchdog added that although on-screen text shown at one point in the ad stated "UK residential only" it considered this contradicted the impression made by the two business scenes.

BT Sport defended the ad and said it understood from previous contact with the ASA that when making explicit references to watching BT Sport on TV they should highlight the platforms which enabled customers to watch BT Sport on their TV for free, and that it was sufficient to do so in qualifying text.

However, the ASA deemed it misleading and told BT Sport not to broadcast the ad in its current form.

ASA TalkTalk BT Sport

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