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Codes:ASAI Code 6th Edition: 2.7
Advertising for eircom on their website referred to the following:
“Find out hen eFibre will be in your area. Our interactive map shows the areas where eFibre is rolling out. To see if eFibre is coming to your area click on a shaded area below” (Google map provided for checking purposes).
“eFibre – superfast fibre broadband from eircom delivers speeds of up to 100Mb so that everyone in your home can connect all at the same time, faster than ever before. Your home is about to change forever…”
Please note: This map is for illustrative purposes only and not all homes within the eFibre area can avail of the service.
To see if your home is enabled please choose your bundle and enter your phone number or address into our line checker…”
The complainant said that he applied for a broadband service from eircom. Their online map and address checker system indicated that his home was within an eFibre enabled area. He placed his order with them for 100Mb broadband speed and ended up receiving a broadband speed of 1Mb. He considered the advertising to be misleading as he was informed that his locality was eFibre enabled when this was clearly not the case.
The advertisers failed to respond to the complaint.
The Complaints Committee considered the detail of the complaint and expressed their concerns at the advertisers’ failure to respond in the matter. They reminded them that there was an onus on all advertisers to demonstrate that their advertising was in conformity with the Code. In the absence of the advertisers’ response the Committee upheld the complaint under Section 2.7 of the Code.
The advertisement must not run in its current form again.