BT rapped over 'instant' internet claims

The ASA disagreed with BT over the interpretation of the word 'instant'

The Advertising Standards Authority (ASA) has told BT to stop running adverts claiming that it can provide 'instant' internet services.

The ruling comes after four members of the public questioned the veracity of BT adverts which claimed that photos, music, web sites and HD TV and movies could be downloaded or uploaded 'instantly'.

BT claimed in its defence that the advert would be understood by consumers as meaning a much faster service than was previously available, rather than literally meaning 'instant', citing 'instant coffee' as a similar advertising example.

However, the ASA ruled that the ad breached clauses in the Committee of Advertising Practice code relating to substantiation and truthfulness.

"The ASA considered that consumers would understand the claims to mean that BT's fibre optic broadband could deliver the listed activities straightaway, or with no noticeable delay," the organisation said in its report.

"Because we had not seen evidence to support the claims made in the ad, we concluded that it was misleading."

BT expressed disappointment with the ASA's stance, and maintained its belief that users would understand the advert's intention.

"BT believes the ASA was wrong to conclude that the BT Infinity ad was misleading, and in fact they only received four complaints.‬‪ BT's use of 'instant' was in the context of the customer experience of performing online activities," the firm said.

"The ASA regards the word 'instant' as meaning no noticeable delay, but this interpretation is very subjective. The term is used successfully in a number of industries to describe a step change in experience, which is exactly BT's sentiment."

However, BT said that it accepted the ASA's decision and would not show the advert again in its current form.