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YouView launch ads banned YouView launch ads banned
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Virgin Media has won a victory against fledgling rival YouView, getting its launch TV and press campaign banned after the advertising watchdog ruled that claims it is "unique" and the "easiest" service were untrue.Virgin Media has won a victory against fledgling rival YouView, getting its launch TV and press campaign banned after the advertising watchdog ruled that claims it is "unique" and the "easiest" service were untrue.
After a protracted development period, YouView launched last summer. It was backed with a £10m ad campaign that debuted in September, featuring stars including Gary Barlow and Benedict Cumberbatch. The service is a joint venture between the BBC, ITV, Channel 4, Channel 5, Arqiva, BT and TalkTalk to bring internet-connected TV to Freeview households.After a protracted development period, YouView launched last summer. It was backed with a £10m ad campaign that debuted in September, featuring stars including Gary Barlow and Benedict Cumberbatch. The service is a joint venture between the BBC, ITV, Channel 4, Channel 5, Arqiva, BT and TalkTalk to bring internet-connected TV to Freeview households.
Virgin Media lodged a complaint with the Advertising Standards Authority about claims made in the campaign, which ran on TV and in the Radio Times.Virgin Media lodged a complaint with the Advertising Standards Authority about claims made in the campaign, which ran on TV and in the Radio Times.
The claims included: "YouView is the easiest way to watch catchup TV, on your TV" and the assertion that its electronic programme function has a "unique scroll-back function".The claims included: "YouView is the easiest way to watch catchup TV, on your TV" and the assertion that its electronic programme function has a "unique scroll-back function".
YouView produced its own customer research to back its claims, as well as conducting its own comparisons with rival services.YouView produced its own customer research to back its claims, as well as conducting its own comparisons with rival services.
The ASA said that YouView had failed to ask the general, basic question about whether it was in fact the easiest way to watch catchup video on their TV sets.The ASA said that YouView had failed to ask the general, basic question about whether it was in fact the easiest way to watch catchup video on their TV sets.
"We concluded the claim had not been adequately substantiated," the ASA said."We concluded the claim had not been adequately substantiated," the ASA said.
The watchdog also concluded that the "unique" claim was misleading as YouView is not the only service on the market offering a scroll-back function on its programme guide.The watchdog also concluded that the "unique" claim was misleading as YouView is not the only service on the market offering a scroll-back function on its programme guide.
The ASA said the ads could not run again without changes and told YouView "to ensure they held adequate evidence to substantiate comparative claims and to ensure their claims were not misleading".The ASA said the ads could not run again without changes and told YouView "to ensure they held adequate evidence to substantiate comparative claims and to ensure their claims were not misleading".
In a double blow for YouView's growth, the advertising regulator also ruled against a TV ad and direct mail campaign run by TalkTalk.In a double blow for YouView's growth, the advertising regulator also ruled against a TV ad and direct mail campaign run by TalkTalk.
TalkTalk, which is aiming to add to its broadband and phone services by offering YouView TV, ran an ad campaign claiming it was offering free YouView set-top boxes to customers.TalkTalk, which is aiming to add to its broadband and phone services by offering YouView TV, ran an ad campaign claiming it was offering free YouView set-top boxes to customers.
A complainant said the ad campaign was misleading as there was a £50 engineer installation cost, which the ASA agreed was in breach of rules promising "free" goods.A complainant said the ad campaign was misleading as there was a £50 engineer installation cost, which the ASA agreed was in breach of rules promising "free" goods.
A TalkTalk spokesman said: "This ruling has no impact on advertising of our market-leading offer of a free YouView box to TalkTalk Plus TV customers, as customers now have the choice to install the set-top box themselves or select to have an engineer install the service for a a small charge."
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