A television ad for a Sky broadband deal featuring the actor Bruce Willis has been banned for failing to make clear the financial commitment required by customers.
The ad showed Willis complaining about the speed of his current provider and a character saying: "You could try Sky Broadband, it's totally unlimited", and "Sky Broadband Unlimited is £7.50 a month, which is less than half BT's standard price."
On-screen text stated: "Price for Sky TV customers. Sky Talk and line rental (£14.50 pm) required."
A viewer has complained that the ad was misleading because it did not make clear the extent of the commitment consumers had to make in order to obtain the £7.50 deal.
Defending the ad, Sky said the customers were only required to take Sky line rental for £14.50 a month.
But the company added that the deal cost £7.50 for Sky TV customers and £10 for non-Sky TV customers, with TV deals starting at £21.50 a month.
It said all the necessary information was made clear in on-screen text.
Upholding the complaint, the Advertising Standards Authority said small print at the bottom of the screen would be significantly less prominent than a claim made in a voice-over
It ruled that the ad must not appear again in its current form.
– Advertising Standards Authority
We concluded that the ad did not make sufficiently clear the extent of the commitment consumers had to make in order to obtain the broadband service at the advertised price of £7.50 per month, and was misleading.