ASA raps ONdigital ads for inflated Web access claims

ONdigital has been forced to withdraw ads for its Internet service after complaints from rival BSkyB were upheld by the Advertising Standards Authority (ASA).

The ASA also asked that the digital broadcaster consult the Committee of Advertising Practice (CAP) about future ads for its online service, ONnet.

BSkyB and four members of the public objected to a national press ad for ONnet, which showed a cartoon drawing of a TV screen with a symbol of a computer screen crossed out inside it.

The ad stated: “With ONnet you don’t need a computer to get full Internet access. So it’s goodbye mouse and cold spare room. And hello comfy sofa and full Internet access through your TV”.

The ASA agreed the ad was misleading because it implied that all websites would be accessible and usable through the service when in fact they were not.

Separately, Dixons Store Group had its knuckles rapped by the ASA over a series of press ads which claimed its printers were the cheapest in the country.

The ad, created by M&C Saatchi, said Dixons’ PC World stores offered the “UK’s lowest price” on an inkjet printer when rival electrical retailer Comet Group was offering the same model for five pence less.

The authority ordered Dixons to remove the claim from all future ads.

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