‘Misleading’ BT mailer under fire

BT has been slammed by the ad watchdog after sending out a direct mail campaign promoting its “award-winning” broadband and calls package which failed to mention there was a monthly usage limit.
The mailing, for a broadband and calls package, was headed “You won’t see this price advertised”.  Text stated: “Our award-winning broadband and calls package for £5.25 a month for 18 months.” Terms and conditions were printed on the reverse of the mailing.
But one recipient contacted BT and the Advertising Standards Authority to challenge whether the ad was misleading, because it did not state the broadband package had a 10GB monthly limit.
In its defence, BT claimed all the key elements of the offer, including the 10GB monthly limit were set out on its website landing page.
In addition, its sales agents were expected to make clear the usage limit during the sales process and a mandatory compliance statement was included in their call scripts.
But the ASA was not impressed, stating that this was vital information which should have been included in the original mailing, and likely to affect a consumer’s decision to take up the offer in the first place.
Branding the mailing misleading, the ASA ruled it must not appear again in its current form, and the watchdog warned BT to ensure that, in future, material information was included in its advertising.