Advertisment
The eircom eFibre interactive coverage map colour coded areas in Ireland where eFibre was either now available or available from a specified date. The map indicated that eFibre was currently available in the Leopardstown Heights area of Dublin.
Complaint
The complainant considered that the eFibre coverage map had incorrectly indicated that eFibre was available in his estate. In the circumstances he considered the coverage map was misleading.
Response
eircom stated that their interactive map had clearly indicated that the map was for illustrative purposes only and that not all homes within the eFibre area could avail of the service. They also said that if a customer wished to make a more granular enquiry about eFibre availability at their specific location, they were encouraged to enter their exact address and/or telephone number into their interactive tool. They also said that it was only by going through this process that eFibre availability could be accurately determined.
The advertisers said that if the complainant, after entering his exact address into their interactive address tool, continued to receive a positive result they would be happy to investigate their individual case. They also said that just under 80% of homes in the complainant’s development could avail of eFibre.
Conclusion
Complaint Not Upheld
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted that the interactive map had included a prominent disclaimer advising consumers to use the interactive tool to check their specific address. The Committee also noted that nearly 80% of the properties in the relevant area could avail of eFibre. In the circumstances they did not consider that the marketing communications were in breach of the Code.
Action Required No further action required.
