ASA upholds complaints about TV ad for Sky Anytime+

The UK's Advertising Standards Authority (ASA) has upheld complaints about a TV ad for British Sky Broadcasting. The ad said 'Welcome to the world of better offers. If you've got Sky Movies 1 and 2 with Sky's unlimited broadband, then this offer is just for you. Enjoy a free wireless connector for your Sky+ HD box so you can access Anytime+ and enjoy movies whenever you want'. BSkyB argued that the ad was not misleading as the offer of a free Anytime+ wireless connector was available to both new and existing Sky TV customers with Sky Movies 1 and 2 and Sky Broadband Unlimited who had not already activated Anytime+, and that the voice-over made it clear that the offer was targeted at new Anytime+ customers. However, the ASA noted that the words 'If you've got Sky Movies 1 and 2 with Sky's unlimited broadband, then this offer is just for you" implied that the offer was open to all Sky customers who met these conditions'. Therefore the ad was ruled to be misleading and cannot be used again in its current form.