Ad description
A TV ad stated, "Now TalkTalk homes can catch up on the shows they've missed, and watch them together. Pause and rewind the action, and enjoy the biggest blockbusters from Lovefilm Box Office". The ad showed a couple sitting on the sofa watching a TV. Three short clips of the film Lincoln were shown. Small print stated, "Sky Sports and LOVEFILM BOX OFFICE cost extra. Lincoln - available from the 10th June in HD".
Issue
The complainant challenged whether the ad was misleading because Lincoln was not available from Lovefilm.
Response
TalkTalk Telecom Ltd (TalkTalk) said that the service being advertised was Lovefilm Box Office, which was a different service to Lovefilm Instant and Lovefilm Postal and exclusive to TalkTalk customers. They said that the ad referred to Lovefilm Box Office in the script and text, and used the Lovefilm Box Office logo when showing clips of the film. They confirmed that Lincoln was available on Lovefilm Box Office.
Clearcast said that Lovefilm Box Office was separate to Lovefilm and a service available to TalkTalk customers. They said that the ad specifically referenced Lovefilm Box Office.
Assessment
Not Upheld
The ASA noted that the ad had specifically referred to Lovefilm Box Office, in both the voice-over and on-screen text and used the Lovefilm Box Office logo when showing clips of the film. We considered that the ad made it sufficiently clear that the services being advertised were exclusively for TalkTalk customers. Because of that, we concluded that the ad was not misleading.
We investigated the ad under BCAP Code rule 3.1 3.1 Advertisements must not materially mislead or be likely to do so. (Misleading advertising) but did not find it in breach.
Action
No further action necessary.
