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Sky's broadband ad with Bruce Willis banned by ASA

Written by James Delahunty (Google+) @ 14 Aug 2013 18:00 User comments (5)

Sky's broadband ad with Bruce Willis banned by ASA The Advertising Standards Authority (ASA) in the UK has told Sky not to air a TV ad featuring Bruce Willis, saying the ad is misleading to consumers.
The ad featured the star walking into the offices of an ISP to complain about the quality of his service (download limits), when he is told to switch to Sky Broadband as its "totally unlimited." A voice-over then reveals that the service is 7.50 per month.

A viewer complained to the advertising watchdog saying that Sky didn't make it clear the extent of the commitment customers have to make in order to receive the unlimited service for 7.50 per month. On screen small print does say that Sky Talk, calls and line rental were required, from 14.50 per month.

At the beginning of the ad, the small print also says "Sky TV from 21.50 a month, box and set up costs may apply." The Advertising Standards Authority found the ad to be misleading, since it was clearly not aimed at existing Sky customers.



While Sky admitted that its Sky TV package is not required for a broadband package (would cost non-subscribers 10 per month), it said it believed it make its pricing clear and the average consumer would understand the on-screen small print.

The ASA disagreed, saying that the small print "would by its nature be significantly less prominent than a claim made in a voice-over, and was therefore not an appropriate method of communicating material information relating to the 7.50 price claim".

It told Sky not to air the advert in its current form again in the UK.

Tags: Sky
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5 user comments

114.8.2013 19:41

Smart decision by the ASA in this case.

215.8.2013 9:20

lol

316.8.2013 14:11

I hate small screen print. Not just because it was always a blur until I upgraded to HD TV & content. Small screen print just seems devious to me. Like a radio commercial when the announcer runs through "exceptions" at the end of the commercial talking at 100 MPH. Just buy another 5 seconds of radio air time and make those small prints bigger!

This message has been edited since its posting. Latest edit was made on 16 Aug 2013 @ 14:12

417.8.2013 2:46

The small print on tv ads (when u read it) pretty much makes the ad pointless anyway, the ad for sports drinks saying "keeps u training longer" then the small print "compared to water" (just like any sugar loaded drink then).
Or the shampoo ad saying "hair feels 80% cleaner and softer" the small print "compared to using water alone" (yea cos we all just use plain water to wash our hair with, lol)
I think most people have learnt to accept adverts usually aren't as good as they seem once u look closer, the trick is to grab the real bargains when one comes up!


"Trying is the first step towards Failure" Homer.J.Simpson

518.8.2013 23:43

I wondered why the Bruce Willis ad, had been replaced by the Al Pacino Sky ad after such a relatively short run.
If anything it deserved pulling for the corny way the young women offered to accompany 'Willis' to his room .... I wouldn't have her sorting my equipment out, poor Bruce. lol

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