UK Money News
26th March 2008
British Gas ads dubbed "misleading" by watchdog
A TV advertising campaign from British Gas has been dubbed "misleading" by the advertising watchdog.
The advertisement for the energy giant's British Gas HomeCare boiler repair service has now been withdrawn after being scrutinised by the Advertising Standards Agency (ASA).
After the commercial had run, the ASA received a number of complaints about the accompanying voiceover which said that customers can either opt for "a fixed fee of £163.50 per repair" or could "pay a little more each month and get all repairs completely free".
In a complaint upheld by the ASA, consumers had complained that because the monthly payment was higher than before, the repairs could not reasonably be described as "free".
The agency said: "Because the repairs under HomeCare were part of a package which customers were paying for, we considered they could be described as inclusive, or as being at no extra cost, but to describe them as free was misleading."
British Gas had contested this assertion on the grounds that it was using the word "free" in a conversational sense and that customers would not be mislead by the use of the term.
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