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See Speak Surf complaint by BT is rejected

An Advertising Standards Authority (ASA) investigation into a Sky advert following a complaint by BT is rejected.

One of Sky’s “see speak surf” adverts referred to “free evening and weekend UK landline calls” within its Sky Talk package.  BT argued that the free calls claim was misleading as the UK calls were already inclusive in the Sky Talk package, rather than “free”.

Sky in response said they were aware of the ASA’s policy that elements of packages could only be described as free for a reasonable period, but in this instance the reasonable period restriction was unnecessary if any lialble costs to the consumer are made clear, meaning consumers are not likely to be misled.  They also didn’t believe that “see speak surf” was a package according to ASA guidelines as consumers could exercise genuine choice over the individual services they took.

However, the ASA believes consumers were likely to view “see speak surf” as a package for one price that includes the “free” calls element.   As they were a new element of the package and incurred no extra cost, the ASA were happy that the calls could be described as “free” for a reasonable period. 

The ASA did not uphold BT’s claim and decided that the ad was not misleading.