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TalkTalk refused 'UK's safest broadband' label
Wednesday 4th January 2012, by Harry Wallis
TalkTalk has been restricted from using the label of being Britain's safest broadband provider, after BT and two members of the public triggered an investigation by the Advertising Standards Authority (ASA).
The firm boasted that it is the only broadband firm in the UK that offers network level security filtering via its HomeSafe service, meaning that any computer or device connecting to the internet via its router would receive its specialist protection.
TalkTalk claimed that, while other providers offered security packages, they all had to be downloaded and contained limits and restrictions on the number of devices that could be protected.
Its HomeSafe service is free of charge and enables network level protection, so security threats are eliminated before they even reach computers.
Therefore, inappropriate websites are filtered out, assisting users in stopping viruses before they affect users.
As well as this, the service alerts consumers when they visit a suspicious website and allows people to set time limits for internet use.
Upholding the complaints, the ASA said: "We considered that customers could interpret safest as referring to a number of features, such as virus protection or protection from hacking, and that HomeSafe only offered a basic range of security features.
"We did not consider that consumers would interpret 'safest' as referring to blocking of inappropriate content, and restricting access to certain sites at certain times."
It was determined by the ASA that the TV ad breached BCAP Codes 3.1 (Misleading advertising), 3.9 (Substantiation) and 3.38 (Other comparisons).
In addition, the poster and press adverts breached CAP Codes (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation) and 3.38 (Other comparisons).
Virgin Media, one of TalkTalk's market rivals, introduced its own security update last month, providing customers with the latest anti-malware technology.
The new features will defend computers from viruses, spyware and phishing scams.
