ASA Ban Virgin Media Ads
Virgin Media, have recently seen three of their ads banned by the ASA (Advertising Standards Authority). This included two press ads and one TV ad, but as these were in conjunction with the World Cup 2010, we are sure Virgin Media are not going to worry too much now about the banning of these ads…….because as we know, the World Cup has long finished!
Only a handful of people complained about the Virgin Bingo Media ads, but this was enough to see them all banned, meaning that they cannot be show again in their current form. In the past just one complaint by a view has seen a TV advert banned, so it really does just take one.
In the first press advert from Virgin Media, it had the following headline – “World Cup in Amazing HD. No monthly fee”. The second press advert had this headline – “World Cup in Amazing HD”. It also showed a goal keeper catching a VM HD box and it also went on to state “No Monthly Fee”.
In the Virgin Media TV advert is showed a family sitting down watching TV, when animals burst out from their TV screen straight into their living room. The on-screen text stated “Cabled areas only. Min contract. Subject to survey, compatibility. It also stated that the usual monthly fees will apply and that there is an installation / standard set up fee of £49. The voice over said, “With Virgin Media you get amazing HD for no extra monthly fee” and on-screen text appeared that stated “AMAZING HD, NO MONTHLY FEE”.
The issues with these ads by viewers were –
1. British Sky Broadcasting Ltd (Sky) and three complainants challenged whether the claim “For a one-off set up fee of £49″ in ads (a) and (b) was misleading because new customers were required to pay a £35 installation fee.
2. Sky and one complainant challenged whether the claim “World Cup in Amazing HD. No monthly fee” in ad (a), “No monthly fee” in ad (b) and the claim “AMAZING HD, NO MONTHLY FEE ” in ad (c) were misleading because a monthly fee was required for TV subscription package.
3. Two complainants objected that ads (a), (b) and (c) were misleading because it did not make clear that existing customers may have to upgrade their TV package to take advantage of the offer.
4 . One viewer challenged whether ad (c) was misleading because it implied that all channels with a HD option within a particular TV package would be available when that was not the case.
The ASA upheld all complaints. The full adjudication can be found to view on the ASA website.
