TV Commercial Compliance Update – Broadband Price Claims

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BROADBAND PRICE CLAIMS IN TV COMMERCIALS UPDATED

The ASA and Ofcom have today announced the results of their research into the clarity of broadband pricing. You can read their press release here.

The current practice, in place since a 2012 ruling, allows a line rental price to appear alongside, but separate from, the ‘headline price’ for broadband.  Any further one-off costs, like set-up fees, may be included in the supers. Similarly the contract length can be included in the supers.

The Advertising Standards Authority

Although the ASA have yet to offer a definitive stance for how pricing should appear in future, the recommendation for now is:

  • line rental should no longer be separated out – up-front and monthly costs should be all-inclusive
  • greater prominence should be given to contract length and post-discount pricing
  • greater prominence should be given to up-front costs

These changes will come into place as of Monday 30th May. For the time being keep your eyes peeled on the ASA website for further recommendations. Clearcast will be working with advertisers and agencies to ensure ads they clear for transmission after 30th May comply with the new recommendations.

How can you find out what rules and regulation could have an affect on your TV Advertising Copy?

Concept TV have specialised over the last 12 years in taking on challenging TV Commercial compliance cases.  We regularly produce in-depth reports that back up advertisers claims, when even their own research have failed to generate the required information.  For instance, we undertook a large case involving HG – a consumer chemicals company.  By carrying out controlled tests on their product based on “in-situ” consumer conditions, we were able to obtain broadcast approval for their Mould Spray, Drain Unblocker and Scale Away products.

If you need advice on how to best present a case to Clearcast, or if you need advice on the claims that you wish to make, call our experts now on 0203 002 92 42.

To read the original article, please see the Clearcast News Update on Broadband Pricing here – http://www.clearcast.co.uk/news/broadband-price-claims/