What did the adverts show?
As well as showing Martin Freeman being cut off whilst playing a video game, the radio advert featured a second player saying: “Your internet’s gone again has it? What’s the point in playing this game if your broadband keeps going? Just get Vodafone!”
The TV ad featured a second player saying: “Your broadband is rubbish”.
The TV ad then told viewers: “Claim a discount if sync speed is below 25Mbps for Superfast 1 (Up to 38Mbps) & 55Mbps for Superfast 2 (up to 76Mbps).”
The ASA was concerned that any guarantee based on sync speeds, which it said were not an accurate measure of the speeds experienced by customers, was likely to result in some consumers experiencing slow speeds but still not qualifying for the guarantee.
It said the throughput speed, which factors in traffic and other limitations on speed, was a more appropriate measure.
Vodafone said it chose to use “sync speed” – the speed received by a customer’s router – as a measurement because it was the speed that both the provider and network Openreach were able to control.