Orange has been told to amend a newspaper advert for its Home Max broadband service after the advertising watchdog ruled that it made unfair comparisons to BT’s broadband service.
Orange claimed that BT customers could save £190 by switching to its Home Max service, but BT challenged the comparison, claiming that it was misleading because it failed to take into account features included in the BT package that were not available to Orange customers.
The Advertising Standards Authority (ASA) found that BT’s wireless handset, its ‘more advanced’ Norton anti-virus software and unlimited inclusive Wi-Fi minutes in BT Fon hotspots meant that Orange Home Max ‘did not offer a comparable service’.
Orange has been told by the ASA to amend the ad and make sure any differences between the services are highlighted.