The digital services company Telewest has been rapped by the Advertising Standards Watchdog (ASA) for falsely suggesting that its broadband service was available to all of its customers.

The company aired a radio ad that suggested all customers in a Telewest area would be able to benefit from its combined broadband, TV and phone service for £30. In reality, nearly 4% of Telewest customers are unable to receive the digital service and therefore not eligible for the offer. Attempts by the company to argue that stating "conditions apply" would cover this eventuality were rejected by the ASA.

The radio from Telewest was aired as follows:

"... getting broadband couldn't be easier. Telewest even install it for you. Get unlimited broadband and you can also have digital TV and a phone line, all three for £30 a month. If you live in a Telewest area and you want all three for £30 a month for a year call xxxx or go to Telewest.co.uk. Available to customers taking new services. Minimum term contract and conditions apply."

The ASA accepted that the intention of "If you live in a Telewest area ..." had been to warn listeners that Telewest was not available nationwide. However, it had also implied that all listeners living in a Telewest area would be able to take advantage of the broadband and digital services on offer, but this was not the case; the offer only applied to Telewest digital areas.

The ASA considered this important restriction should have been explained in the ad and that "Conditions apply" had not been adequate to cover such a significant condition to the offer. The Telewest ad was found to be misleading and ordered not to be broadcast in its current form.