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BT asked to pull Infinity broadband adverts

It seemed like an advert for 'next generation' internet where, instead of popping to the kitchen to put on a cuppa whilst waiting for a video to stream, the full movie would be available at the click of a button. However, BT's latest advertising campaign promising such high performance has been pulled, following the Advertising Standards Authority's belief that customers could be misled by the speed of the service provided, V3 reports.

BT have slated the decision, calling on the fact that customers with an ounce of common-sense would be able to interpret the word 'instant' as meaning 'a much faster service than was previously available.'

'The ASA regards the word 'instant' as meaning no noticeable delay, but this interpretation is very subjective. The term is used successfully in a number of industries to describe a step change in experience, which is exactly BT's sentiment, the firm explained.'

Despite the contention, BT have agreed with the ruling and will not continue to use the advertisements in their current form. Maybe using the words'faster than your average' instead of 'instant' would be a good place to start?

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