It seems that the word “free” is being used too freely by internet service providers these days, according to the public and the now the Advertising Standards Authority (ASA).
The advert in question is by the Carphone Warehouse brand TalkTalk, and it read like this: “When you get your landline from us we give you broadband that’s free”.
However consumers complained that not all parts of the UK would be able to take advantage of this free broadband offer, because many ISPs install their own equipment in BT exchanges, but TalkTalk’s equipment only covers eight per cent of the UK.
ASA informed TalkTalk that the advert was misleading and therefore could not be used. Of course, this is the third time that TalkTalk have been in front of the ASA over the use of “free”.