The UK Advertising Standards Authority (ASA) has said that ISPs
that advertise their services as being free are misleading the
public by including hidden charges. The advertising watchdog has
sent letters to over 100 ISPs, warning them about deceptive
marketing practices.
The ASA states on its web site:
“In their efforts to produce business models
that distinguish them from their competitors, keep their businesses
ticking over and appear attractive to consumers, ISPs have created
a market place where consumers are all too easily confused about
exactly what they are getting for free. Are telephone calls free if
you have to pay £5.99 a month for BT Surftime? Is access free if
you have to pay a one-off connection fee?”
The ASA received over 170 complaints about NTL’s ntlworld
product, which was advertised while the company was failing to
fulfil customer demand. It upheld the complaints. BT was criticised
over its BT Surftime product because the advertising suggests that
it is available to all, yet customers cannot use the service if
their ISP has not joined the scheme or if their local telephone
exchange is incompatible.
Both BT and NTL have said they intend to comply with the
recommendations of the ASA, albeit the advertising body has no
powers to enforce them.
