UK ISP provider TalkTalk has been reprimanded by the Advertising Standards Authority (ASA) over its claims in its advertisements that it is the "UK’s safest broadband".
Its rival BT appealed to the advertising watchdog objecting to the contents of the ad, following which its complaint was upheld.
ASA said they considered that customers could interpret safest as referring to a number of features, such as virus protection or protection from hacking, and that HomeSafe only offered a basic range of security features. "We did not consider that consumers would interpret ‘safest’ as referring to blocking of inappropriate content, and restricting access to certain sites at certain times," it added.
HomeSafe, launched in May by TalkTalk, is aimed at preventing children from accessing adult content, in its TV advertising and marketing.
In its defense, TalkTalk said its claim was legitimate as it is the only UK home broadband provider to apply security features.
