Advertisment
Four radio advertisements for Magnet Networks stated:
Advert 1:
“FVO: People are like internet connections. Some just aren’t flexible like others.
MVO: “Look it’s my way or the highway.”
FVO: However, Magnet networks are dedicated to being completely adaptable and that’s what our dedicated internet access offers. it gives businesses a powerful private connection using whatever technology it takes to deliver ultra-fast internet access virtually anywhere. Magnet Networks is now Ireland’s largest connectivity network. Learn more at magnetnetworks.com Magnet Networks dedicated to connectivity.”
Advert 2:
“FVO: People are like internet connections. Some don’t always make a great impression.
MVO: “Sorry about the stain. Coffee spill”
FVO: However, Magnet networks are totally dedicated to making your business look incredible and that’s exactly what our dedicated internet access does. It’s a powerful private connection that makes your business look consistently impressive with fast reliable internet access virtually anywhere. Magnet Networks is now Ireland’s largest connectivity network. Learn more at magnetnetworks.com Magnet Networks dedicated to connectivity.”
Advert 3:
“FVO: People are like internet connections. Some take a more leisurely approach than others.
MVO: “That’ll take me hours.”
FVO: However, Magnet networks are dedicated to getting things done fast. And that’s what our dedicated internet access now offers. It’s a private internet connection that guarantees your business consistent speeds up to 10 gig. Magnet Networks is now Ireland’s largest connectivity network. Learn more at magnetnetworks.com Magnet Networks dedicated to connectivity.”
Advert 4:
“FVO: People are like internet connections. Some just aren’t as helpful as others.
MVO: “Sorry pal my shift is over.”
FVO: however, magnet networks are utterly dedicated to support and that’s exactly what our dedicated internet access offers. It gives businesses a powerful private connection and we’ll insure it delivers the performance you need whatever it takes 24/7. Magnet Networks is now Ireland’s largest connectivity network. Learn more at magnetnetworks.com Magnet Networks dedicated to connectivity.”
Complaint
Virgin Media objected to the claim “Ireland’s largest connectivity network”, which they considered to be untrue and misleading. The complainants stated that the advertisers sold a majority of their services using other network providers and as such the claim was misleading and potentially damaging to the advertisers’ competitors.
Response
The advertisers stated that there were a number of telecommunications connectivity network operators in Ireland, all of which provided wholesale offerings (1). The advertisers provided the Executive with a confidential list of networks that they had wholesale agreements with. They said that they had invested in laying a privately-owned connectivity network which was not offered on the wholesale market. They said that combining the wholesale agreements they had made with major operators and their own network created the largest single connectivity marketplace for Irish businesses. They said that this was how and why Magnet Networks launched an advertising campaign as the largest connectivity network, creating a single connectivity marketplace in Ireland. They stated that this had not been done before in Ireland.
They said that they were the first provider to grant one-stop access to all business options offered by every major network operator in Ireland and that they were combining multiple networks with their own to bring together Ireland’s largest connectivity network for businesses who need technology and speed to grow. They said that because they were not tied to any location, they were guided by value and service and were dedicated to delivering the best connectivity solution to Irish businesses.
Finally, they said that they refuted that their radio advertisements were misleading or untrue and they did not believe that their content was offensive to any of their competitors.
Footnotes:
(1) ASAI Executive Note: For example, Open Eir – supplier of Wholesale broadband, data & facilities, voice, international and managed services communication services (www.openeir.ie)
Conclusion
Complaint Not Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted the information provided by the advertisers confidentially.
The Committee understood that the advertising claim was that consumers were offered a larger connectivity network than by other providers given that the advertisers had their own connectivity network, which was not offered on the wholesale market, together with wholesale agreements they had in place with other networks.
The Committee did not consider that it was misleading per se to base a connectivity network claim on a combined offering. In the circumstances the Committee did not consider that the claim was in breach of the Code.
ACTION REQUIRED:
No further action was required.
