TalkTalk ad banned for claiming to be "UK's safest"
The ASA have told TalkTalk that they're not allowed to claim that their new internet security system - HomeSafe - is the "UK's safest broadband" after BT snitched on them and won a ruling from the watchdog who determined that it offers only "basic security".
BT took umbrage with a TV spot, posters and national press campaigns that made the claim.
TalkTalk argued that the claim was legitimate as they're the only home broadband provider in the UK to apply security features at a "network level". Basically, they're the only ones providing alerts to us when we visit to sites with potential viruses as well as putting a parental lock on certain sites.
Alas, TalkTalk admitted that its claim of being the "safest" only related to where the broadband connection enters a household and not wireless connections to devices around a house. Basically, they had to concede that they aren't providing "the UK's safest online experience" at all.
The ASA said that the claims used in TalkTalk's advertising implied that users would have the safest online experience of any provider and, with that, customers would assume safety from viruses and hacks. The watchdog also noted that most people wouldn't understand what the term "network level security" meant. As such, the ASA said the campaign was misleading and banned it.
Don't forget - TalkTalk are one of the finalists in our Worst Company in Britain 2011 poll - you've got until midnight tonight to make your vote count.