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TalkTalk's broadband not the "best value" in Britain


By Stewart Mitchell

Posted on 8 May 2013 at 09:17

TalkTalk has been banned from calling its broadband the "best value" in Britain, after the Advertising Standards Authority ruled the claim was misleading.

After a complaint made by rival ISP Sky, the advertising watchdog ruled that TalkTalk was confusing "cheapest" and "best value" in an advert that claimed it provided "Britain's best value unlimited TV, broadband and phone".

Sky complained, saying TalkTalk's claim was misleading because it implied that TalkTalk offered a product of comparable quality to competitors named in the advert but did so at a lower price.

In response, TalkTalk said "the low cost context within which all consumers placed TalkTalk" meant that the "best value" claim should be interpreted to mean "cheapest".

Ofcom disagreed, ruling that the words were not interchangeable, particularly as Sky's triple-play package included more television channels.

"The TV element of Sky's triple play package included significantly more channels than TalkTalk's, some of which were pay channels, and we considered consumers were unlikely to regard that element of the two packages as comparable," the ASA said. "The claim was misleading."

The ASA banned the ad from running again and told TalkTalk to ensure it qualified "best value" claims to make clear the comparison was based on price alone.

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User comments

Funnily enough an ad claiming this came through the post this morning.

Just curious, does the full report mention 'quality' in regards to the channels? One reason I gave up sky was because I found little value from it for the money.

I'm not letting TalkTalk off the hook (no pun intended) but I'm just curious.

By tech3475 on 8 May 2013

I think

their advertising should say "the worst company on planet earth". We spent hundreds and hundreds of pounds dealing with the aftermath when TalkTalk deleted our phone line.

By revsorg on 8 May 2013

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