Not So Fast!



THE UK’S Advertising Standards Authority has ordered BSkyB to stop exaggerating the speed of its film download service in ads that claim consumers can “rent movies instantly.”

The watchdog, responding to a complaint by BT, which owns rival pay-TV broadband video service BT Vision, against an ad promoting new rental service Sky Store. The complaint called the ad misleading when it claimed films were “available instantly through your Sky+box..." 

BSkyB had maintained it was understood that it might take a few seconds to download but the ASA said delays of up to a minute for most customers would not be in line with reasonable expectations for an online movie service described as “instant.”