ASA upholds Be Unlimited broadband ad complaint

The Advertising Standards Authority (ASA) has upheld a complaint against ISP 'Be' after an out of date advert for its 'up to' 24Mbps broadband service appeared on a social networking site.

The advert, which simply stated "Up to 24Mb/s for £14", was deemed misleading by the ASA because it was shown during September 2007 while the promotion itself had already ended a month earlier:

The ASA noted the complainant had seen the ad for the discontinued product "Be Lite" on the 22 September, after the date Be said they had expected this ad to be removed online. Because the product had been withdrawn at the end of August, we considered that the ad was misleading.

We considered that it was Be's responsibility to ensure that product changes were communicated promptly to online media buying agencies. We welcomed Be's assurance that they would follow this up to ensure that out-of-date ads were not continued online in future.

Be was told to ensure that their online advertising accurately reflected their broadband packages in future.

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