TalkTalk has been reprimanded by the Advertising Standards Authority (ASA) following a complaint from Sky that claims in a press ad for broadband packages were misleading.
The advert, which ran with the headline 'Britain's Best Deals on totally unlimited broadband packages', featured three different broadband packages offered by TalkTalk and each included pricing details and a savings claim featured on a price tag.
Small print explained the basis of the price comparison and provided current online prices and promotions offered by Sky and BT for each of the advertised packages.
Sky complained to the watchdog about the claim and said it's own packages over a 12-month minimum contract term were cheaper than TalkTalk over the same time period.
TalkTalk argued that the basis of the comparison had been made clear and that it had been made on the best basis for consumers. Consequently, it felt the ad contained relevant and material information which allowed consumers to make an informed decision.
However the ASA disagreed and said the body copy of the ad "repeatedly made clear and prominent references" to the cost of the packages over 12 months, which it felt created the impression that for each of the advertised packages, TalkTalk was the cheapest over 12 months.
It concluded the claim was misleading.
TalkTalk was told to ensure that when making price comparisons the contract period over which they were calculated should be sufficiently clear.