BT and members of the public have objected to Talk Talk claiming that its new internet security system Homesafe is the ‘Uk’s safest broadband’

The ad campaign and further marketing has now been banned by the Advertising Standards Authority who say that the advertising suggests that Talk Talk customers have the safest online broadband experience of any provider.

The ASA said that consumers would assume  that stating that the system was the safest would suggest that they had full virus security and hacking protection. Homesafe , however,simply aims to block children from accessing adult content. 

Talk Talk have argued that they have the best security at’ network level’ which provides alerts to sites with possible viruses and allows parents to control their childrens access to certain websites. Although ASA are not sure it the average consumer will understand what network level means. There is no security for wireless connections. 

The ad campaign has now been banned although the company is happy with the outcome as they feel they can advertise the network security aspect of Homesafe.