ASA rules against Be

The Advertising Standards Authority (ASA) have upheld a complaint from NTL and consumers about Be Unlimited (Be) advertising up to 24Mb speeds, with the small print stating that you need to be in the tiny part of the country served by ADSL2+.

The ruling was that the advertisement was misleading, but doesn't state whether they've been told to remove it - suggestions that they are very co-operative in amending adverts when asked by the ASA suggests they will, however.

As LLU becomes more important in the provision of consumer broadband in the UK market, one might speculate that this may be the first of many such rulings if current advertising practices that push speed and price don't change.