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The advert featured a man buying lightbulbs who was asked by a shop assistant whether he would prefer the longer-lasting bulbs. 'No - I always get these,' he replied. A voiceover then said: 'Given the choice wouldn't you prefer more for your money? Broadband from BT is double the speed and now from £15.99.'

Viewers complained that the advert was misleading because the £15.99 price only applied for three months, after which the price would rise to £17.99. In addition, the ASA queried whether the broadband service really was available for £15.99, since the advert stated that £6 would be credited to the first or second bill.

On the first point the advertising agency - Abbott Mead Vickers BBDO - argued that on-screen text correctly stated the full terms and conditions of the offer, in line with Broadcast Advertising Clearance Centre (BACC) guidelines,

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and the BACC agreed that this was the case. However the ASA pointed out that this text was not on the screen at the same time as the offer was made, noting that the advertising industry's own guidelines state that 'if text is separated from the claim it qualifies it may affect the acceptability of the advertising.' The complaint was therefore upheld.

'In this case, viewers could have been left with the impression that BT Broadband was available at a lowest starting price of £15.99 for an unlimited period,' the ASA ruled. 'There had been no further explanation in the commercial that this was in fact a special three-month offer and not the price of a package. '

On the second complaint, the BACC confirmed that the on-screen text explained that the cutomer would have to apply for the full £17.99 from the start, subsequently receiving £6 credit on their account. At no stage would the customer pay the advertised price of £15.99. The ASA said that this was not clear and that the advert breached several aspects of the industry's code of practice, namely those covering misleading advertising, qualifications, accurate pricing and superimposed text.

The ASA ruled that the advertisement 'should not be shown in its present from again'.

In common with a number of previous rulings, this adjudication serves only to remind Internet users to take great care when choosing a broadband provider and ensure that they read the small print.