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ASAI issues Advice Note on Broadband Advertising
ASAI issues Advice Note on Broadband Advertising
The Advertising Standards Authority for Ireland (ASAI) has issued a revised Advice Note to Broadband Providers which sets out new requirements for broadband advertising. The Note which was issued recently will come into effect on 7th April 2008.
In relation to availability, advertising must not exaggerate the level of availability and particular care must be taken when using national media to advertise a product that has limited geographic coverage.
In relation to speed, advertising containing a reference to speed, must set out the speed in the busy hour (1) for the particular product (2). As before, unless a headline speed claim is guaranteed, it must be shown as an ‘up to’ speed.
In drawing up the Advice Note, the ASAI drew on the guidance and advice of the Commission for Communications Regulation (ComReg) and the National Consumer Agency (NCA).
Click here for a copy of the Advice Note.
For information contact
Orla Twomey
Assistant Chief Executive
T: 01 6608766
Notes to editors
The Advertising Standards Authority for Ireland (ASAI) is the self-regulatory body set up by the advertising industry to promote the highest standards of commercial advertising and to enforce the Code of Standards for Advertising, Promotional and Direct Marketing, full details of which are available on ASAI’s website – www.asai.ie.
(1) The busy hour is the hour of heaviest demand averaged throughout the network during what is typically the heaviest day of usage in a week. This should be based on traffic figures over each calendar quarter, or from the date of any improvements affecting service.
(2) This refers to each distinct broadband product advertised by the provider.