The ASA states on its web site:
“In their efforts to produce business models that distinguish them from their competitors, keep their businesses ticking over and appear attractive to consumers, ISPs have created a market place where consumers are all too easily confused about exactly what they are getting for free. Are telephone calls free if you have to pay £5.99 a month for BT Surftime? Is access free if you have to pay a one-off connection fee?”
The ASA received over 170 complaints about NTL’s ntlworld product, which was advertised while the company was failing to fulfil customer demand. It upheld the complaints. BT was criticised over its BT Surftime product because the advertising suggests that it is available to all, yet customers cannot use the service if their ISP has not joined the scheme or if their local telephone exchange is incompatible.
Both BT and NTL have said they intend to comply with the recommendations of the ASA, albeit the advertising body has no powers to enforce them.