Sky broadband ad banned for fake ‘best ever prices’ claim

Sky broadband ad banned for fake ‘best ever prices’ claim

Monday, 26 March, 2018

Sky broadband has been nailed with another advert ban after complaints from rival BT.

The offending advert was printed in national press during October 2017, boasting of Sky broadband prices and Sky TV bundles.

BT took offence to a line in Sky’s ad which read: “Get Unlimited Broadband At Our Best Prices”, and quickly filed a complaint with the Advertising Standards Authority (ASA).

BT argued that the advert was misleading readers with the phrase “our best prices”, which implied that Sky were offering their best ever prices to new customers.

The ASA investigation swiftly revealed that Sky’s advertised products had been offered at lower prices just one month before the ad was printed.

Best ever?

In their defence Sky argued that their claim of “best prices” was not the same thing as a claim of “best ever prices”.

In their response to the ASA, Sky explained that the products in the ad were the “best prices” that Sky broadband currently offered, when bundled with a Sky TV package.

Sky felt the advert was clearly stating that the “best prices” were referring to offers for new and existing Sky TV customers, who get better prices than those who only pay for Sky broadband. There was no intent to compare the deals and prices in the ad to those previously offered by Sky.

The ASA have since ruled in BT’s favour, agreeing that consumers could not tell the difference between claims of “best prices” and “best ever prices”.

Although Sky breached numerous sections of the Committees of Advertising Practice codes, they have escaped a fine and have instead been ordered to make future price claims clearer.

The summary reads: “The ad must not appear again in the form complained of. We told Sky to make clear the basis of their lowest price claims.”

This latest ban is the fifth Sky advert to draw the ASA’s attention since June 2017.

Other banned Sky ads include a misleading Lego Batman spot, and a Secret Life of Pets styled advert that Virgin Media complained about.

BT has come under equal fire, with ads starring Deadpool actor, Ryan Reynolds, getting pulled for misleading Wi-Fi claims after complains from Sky and Virgin.

Samuel Newman author picture


Samuel Newman is a consumer journalist and blogger based in Sheffield.

News What's the story?

Keep up with the latest developments in UK broadband.

BT and O2 launch 5G in the same week!

BT and O2 are the latest networks to enter the bitter high street 5G battle.

BT and O2 launch 5G in the same week!BT and O2 launch 5G in the same week! Read more

UK Porn block for children has been scrapped.

The government’s controversial ‘porn blocker’ plan, mired in delays and problems, has been officially scrapped.

Read more

Gigaclear undertake costly fibre install UNDER River Severn to reach rural customers

The upstart ISP embarks on ambitious plan to ensure rural customers have access to full fibre broadband!

Read more

New rules bring full-fibre to apartment blocks

New measures help ISPs sidestep rogue landlords

Read more

Help Learn with us

Make the most of the internet with our broadband library.

Minimum connection speeds for common online activities

Read more

How many companies provide full fibre broadband?

Read more

What is Britbox, and how do I get it?

The latest addition to the crowded TV Streaming market may struggle to break through

Read more