BT ads banned for misleading broadband speed claims

THREE BT ads have been banned after misleading customers about broadband speeds.

The BT Infinity ads were taken off air after wrongly implying it offers the quickest broadband for the lowest price.

Adverts, which were shown on TV, online and in the press, boasted "the fastest fibre speeds as standard".

But the Advertising Standards Agency (ASA) has said BT in fact offers SLOWER speeds than some cheaper providers.

BT claims the phrase was meant to advertised the same entry-level speeds as other broadband providers.

The ASA, however, slammed the ad as misleading and banned it from being shown.

BT Infinity offers a standard entry-level speed of up to 52 Mpbs - the same as many other broadband providers.

Cheaper and faster services can be found elsewhere, the ASA claims.

The ASA said: "We noted the major broadband providers against whom BT had compared its service all advertised a slower maximum speed for its cheapest option.

"However, we understood there were other providers on the market whose cheapest, or only, service options advertised faster maximum speeds than 52 Mbps - in some cases significantly so.

"We therefore considered that, given the likely consumer interpretation of the claim, 'fastest fibre speeds as standard' had not been adequately substantiated.

"In light of the above factors, we concluded the ads were misleading and breached the codes."

Alex Neill, managing director of Which? home and legal services, said: "Broadband is now seen as an essential service, so providers need to be clear about what speeds they are offering in their promotions.

"The ASA also need to tighten up rules around broadband advertising as soon as possible so more customers can be assured the speed they're offered is actually the speed they will receive."

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