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article imageBruce Willis advert banned

By Tim Sandle     Aug 19, 2013 in Entertainment
An advert for a U.K. broadband service, featuring the actor Bruce Willis, has been banned from being screened because the claims made in the advert have been deemed to be ‘misleading’.
The advert is for Sky broadband (a digital platform in the U.K., of which Rupert Murdoch has a large share), as The Guardian has reported. The advert showed Bruce Willis (playing himself) complaining about the speed of his current Internet provider, with a character telling him to "try Sky Broadband, it's totally unlimited". At this point, a voice-over then stated that the service was £7.50 ($10) a month; however, at the same time some on-screen text stated the deal was only for existing Sky TV customers.
In fact, as The Independent notes, non-Sky customers needed to purchase Sky Talk, calls and line rental, which costs £14.50 ($20) a month, and purchase Sky’s digital television service, which is from £21.50 ($30) per month upwards (depending upon the package).
Due to this confusion, the Advertising Standards Authority has declared that the advert was not sufficiently clear. According to the BBC, the standards agency said that the advert was "clearly not directed at existing Sky customers" and that line rental and Sky TV would have been relevant charges to those interested in subscribing to the broadband service and it was therefore important for the information to have been stated prominently.
In relation to the small print at the bottom of the screen, the agency stated that this "would by its nature be significantly less prominent than a claim made in a voice-over, and was therefore not an appropriate method of communicating material information relating to the £7.50 price claim".
Given the probable high fee paid out to Willis for the advert, Sky may modify the advert and represent it for screening in the near future.
More about Bruce willis, Sky, Sky tv, Rupert Murdoch, Internet
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