![]() This promotion was the subject of a complaint to the ASA by a disgruntled recipient who felt that the claims that the YouView box was free were misleading, as there was a mandatory £50 engineer installation fee. The asterisk linked to small print, which had similar wording to the small print in the letter. The leaflet had a headline stating “A FREE YouView Box for your home*”. The small print stated, among other things “£50 engineer installation fee and terms & conditions apply”. Please take the time to read the enclosed leaflet to find out how to register to receive your Free YouView Box”. “Today, we are very pleased to offer you as a valued Plus customer, TV with a Free YouView Box… Register to receive your free YouView Box. The direct mailing consisted of a letter and a leaflet. The commercial featured a picture of the box in question wrapped in ribbon, and text stating “FREE YouView Box”, with further superimposed text stating “…£50 installation fee”. Your free YouView box lets you pause, record and rewind all the Freeview channels you love”. “This Christmas unwrap TalkTalk’s amazing TV package with unlimited broadband and calls. One of the latest rulings of the ASA to be released concerns a TV ad and associated direct mailing for TalkTalk, both of which ran before Christmas 2012. Unsurprisingly this keeps the ASA’s enforcement arm busy rapping the knuckles of advertisers whose use of the term has caused members of the public (or competitors) to cry foul. The use of the term is therefore subject to strict rules in the ASA’s CAP and BCAP codes, covering both non-broadcast and broadcast advertising. However, the Advertising Standards Authority (“ASA”) has always been keen to ensure that its power is not abused. ![]() The word “free” has always been a good way of getting the public’s attention. Who: Advertising Standards Authority, TalkTalk Telecom Ltd trading as TalkTalk
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