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Tiscali broadband ad speaks volumes

The Advertising Standards Authority (ASA) has ruled a Tiscali radio advert as misleading.

The advert promoted Tiscali’s current £9.99 per month broadband introductory offer and features a man singing repeatedly about the £9.99 per month price tag.   At the end, the terms and conditions (including the £14.99 per month price after three months) were spoken at a lower volume and a faster speed than the rest of the ad.

BT and two members of the public challenged the ad on the basis that it emphasised the £9.99 introductory price and only mentioned that it rose to £14.99 after three months at the end of the ad and was difficult to hear.

Tiscali in response said the ad was not misleading because all details were read out clearly in the disclaimer: “Subject to availability, non cable phone line required. Up to 2Mb. £9.99 a month for the first 3 months, then £14.99. Free calls apply to 01 and 02 numbers.  Fair use minimum contract, conditions apply.” 

They also said their competitors advertised introductory pricing offers in the same way, citing BT’s current £8.95 per month offer.

The ASA concluded that the £14.99 per month price was spoken clearly despite how quickly it was said.  However, they said “the main emphasis of the ad was on the £9.99 introductory price, which was repeated many times and at a louder volume than the single reference to the £14.99 price which, in contrast, was mentioned once, quickly and softly.  We concluded that the ad was misleading.”