Be rebuked over missing broadband offer

 

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By Matthew Sparkes

Posted on 30 Jan 2008 at 11:17

Broadband supplier Be has been cautioned by the Advertising Standards Authority (ASA) after running an advert for a product that no longer exists.

A banner advert on an unnamed social networking site promoted the 'Be Lite' package, providing a 24Mb/sec connection for £14 per month.

However, the product was no longer available to customers, having been replaced with the slower 8Mb/sec "Be Value" for the same price.

According to the ASA ruling, Be believed the advert was scheduled for removal by the time the product was removed from sale.

Despite this, the ASA ruled that it was Be's responsibility to ensure that the advertising was accurate, and warned that its online advertising should properly reflect its packages in future.

A Be spokesperson was unaware of the ruling when we contacted the company, and has yet to comment on the matter.