A Virgin Media campaign to discredit rivals’ broadband speeds has backfired after being banned by the advertising watchdog for discrediting BSkyB and BT.
The company launched the “Stop the broadband con!” campaign, which featured a website with a petition to sign, urging consumers to share the page via social networking sites. It also included a video that mocked a Sky TV ad.
The page went on: “Support the campaign for broadband honesty. You deserve the truth from all ISPs and we’re urging the Advertising Standards Authority to put a stop to misleading broadband advertising once and for all…”
It quoted Virgin boss Sir Richard Branson: “I’m challenging all broadband providers to be honest with their customers.”
But Sky and BT claimed the campaign suggested that they dealt with their customers dishonestly and complained about a raft of claims in the ad.
The ASA ruled that the ad made repeated references to consumers being conned and considered it went beyond highlighting the disparity Virgin believes exists between advertised broadband speeds and real delivery times.
It concluded that the ads must not appear again in their current form. The ASA told Virgin to ensure the basis of comparative claims was made clear in future advertising and also told the company to ensure its marketing material did not discredit or denigrate other marketers.
