British Telecom has been found guilty by TV watchdogs of misleading viewers about the availability of its internet calls packages.
The Independent Television Commission has ordered BT to withdraw its TV advertising campaign after the telecoms giant implied that a special offer was available nationwide.
Following complaints from viewers and the Bromley Trading Standards department, ITC investigators found that in some regions three in four viewers couldn't receive the service.
The ad, created by Abbott Mead Vickers BBDO, was used to promote BT's 'Surf Time' package and stated that it offered, "unlimited internet calls every evening and weekend for just £5.99 a month."
On-screen text added, "Access via participating ISP also required. Subject to availability. Line rental and minimum contract applies."
A total of 29 viewers complained that the ad implied that the service was available to all customers when in some TV regions it had been as low as 24 per cent.
BT admitted the service was rolling out on an exchange-by-exchange basis but said at the time of launch 41% of exchanges had been upgraded to cater for demand.
It also believed that the inclusion of superimposed text saying "subject to availability" would alert viewers to the lack of availability of the service.
But the ITC disagreed. It said the text was the equivalent of small print, adding that BT "had not adequately alerts viewers" to the limitations.
This is the second rap over the knuckles for BT. Last month the Advertising Standards Authority took issue with the company's Surf Time print advertising again over claims about cost and availability. The ASA insisted on amendments.
The ITC also upheld a complaint against an ad by Euro RSCG Wnek Gosper for the Peugeot 206 Gti.
The ad featured a magician performing a series of magic tricks to passers-by while saying, "This is not a trick" as he is shown climbing into the car and accelerating out of the camera shot. The voiceover announces, "Now you see it, now you don't".
Viewers complained that the ad reinforced the belief that speeding was socially acceptable.
