TalkTalk ‘pauses’ marketing and X-Factor sponsorship in wake of data hack
As a result of the recent cyber attack, TalkTalk has pressed pause on marketing plans including its X-Factor sponsorship in a bid to reassure customers that their banking information and other details have not been leaked.
"Following the recent criminal Cyber Attack on the TalkTalk website, where possible we have paused brand marketing for the time being to focus on supporting and reassuring our customers," a spokesperson said. "That includes our X Factor idents and TV advertising."
TalkTalk renewed its sponsorship of The X Factor in what was believed to be a record £30m three-year deal last year. It has seen promotional idents run at the start and finish of all ad breaks as well as online and mobile platforms.
It comes after the company was accused of not communicating enough with customers in wake of a damming cyber attack earlier this week (22 October), shutting down its website and saying only that it was “working hard” to find out what had caused the data leak.
Chief executive Dido Harding has now broke silence and told customers yesterday (24 October) that the hack was “smaller” than first anticipated and that any banking details leaked would have been “partial” and not enough to withdraw money.
In a video hosted on its social media channels, Harding compared the data exposed to that you would give if you were transferring money or sending a cheque.
Following the #CyberAttack on our website, our priority is helping you stay safe and secure. https://t.co/7Q8OWnCCWB
— TalkTalk (@TalkTalk_UK) October 24, 2015
An email to sent to customers also read: “The number of customers affected and the amount of data potentially stolen is smaller than originally thought. Our website was attacked, but our core systems weren’t and remain secure. On its own, none of the data that may have been accessed could be used to leave you financially worse off.”
She also reassured customers that no ‘My Account’ passwords have been accessed.