Where do you turn when things go wrong? If you’ve been left with a useless piece of kit for which the manufacturer made extravagant claims, it could be worth telling the Advertising Standards Authority about it, among others.
The ASA (Advertising Standards Authority) is the body responsible for regulating all non-broadcast advertising. Its role is to ensure that all adverts are “legal, decent, honest and truthful”. After several months of preparation it has clarified a series of codes so that it also governs advertising over the internet. The codes, a list of which is available by calling the ASA, apply to the following:
• Online advertising. In ‘paid for’ space (for example, banner and pop-up advertising).
• Advertising. In commercial emails.
• Sales promotions. Wherever they appear online.
The ASA is keen to stress that these codes do not in any way affect your statutory rights under the Data Protection Act. The Distance Selling Directive, which is now law in the UK, is covered in Legal advisor on page 287. It will provide more specific protection for those buying online.
I’m free! (well, nearly)
In its September 00 report, the ASA looked at internet service providers and their promise of unmetered or ‘free’ internet access. The ASA was disturbed by the number of ISPs that advertised free internet services and yet charged for an element of their service. ASA regulations require advertisers to show that they have anticipated demand, making it clear if stocks are limited and hopefully preventing the fiascos of Smartalk and Breathe.com from recurring. Importantly, where companies have failed to anticipate demand, they will be in breach of the codes. This could start the ball rolling against companies that become ‘victims of their own success’. This phrase is fast becoming an obvious euphemism for companies whose board members failed miserably to conduct standard business assessments of demand.
Surf yourself silly
More recently, the ASA rather bizarrely refused to uphold claims against BT that the company’s ads claiming ‘unlimited surfing every weekend with BT Internet’ were misleading. The complaint was made because BT kicks customers offline after two hours, whether they are downloading or not. This was deemed not to be in contradiction to its claims of ‘unlimited surfing’ because people can reconnect immediately. That may seem odd, but the ASA tries hard to be fair and regularly upholds complaints made against the big boys.
Getting your voice heard
To make a complaint about an advert, please call: 020 7580 5555. Or fill in the claim form on ASA’s website at: www.asa.org.uk. You will need to click on the Contacts icon. All complaints must ultimately be made in writing and sent to: Advertising Standards Agency, 2 Torrington Place, London WC1E 7HW.
Site select
The web is a superb resource, whether you’re after some information, looking to part with some serious cash or just want to take time out from work. This month, Site select rounds up the best online encylopedias and portal sites
Encyclopedias
The original dream of the internet was to make knowledge available to everyone for free, ‘information wants to be free’. Once unmetered internet services become reliably available, the use of online knowledge banks will, without doubt, become ubiquitous. Here’s a list of web encyclopedias to bookmark.
Alambina www.alambina.ws/dictionaries.htm
CIA World Fact Book www.odci.gov/cia/publications/factbook
Columbia Encyclopedia www.bartelby.com/65
Compton’s Encyclopedia Online www.comptons.com
DICT Development Group www.dict.org
Encarta www.encarta.msn.com/reference
Encyberpedia www.encyberpedia.com
Encyclopaedia Britannica www.eba.com.au
Encyclopedia.com www.encyclopedia.com
Encyclopedia Smithsonian www.si.edu/resource/faq
4Reference http://4reference.4anything.com
The Free Internet Encyclopedia www.clever.net/cam/encyclopedia.html
Funk and Wagnalls www.funkandwagnalls.com
Infoplease www.infoplease.com
Infosphere www.theinfosphere.com
1000 Dictionaries www.1000dictionaries.com
Probert’s Encyclopaedia www.probert-encyclopaedia.co.uk
Refdesk.com www.refdesk.com
Your Dictionary www.yourdictionary.com
Portals
Portals are sites where companies can create virtual marketplaces, making a selection of different services available in one place. Portals provide a local and personalised feel – MSN, for example, is spending a fortune rebranding itself, and you can see ads for portals everywhere. Make your own mind up by browsing through our selection.
Clickmarks www.clickmarks.com
Hotbot www.hotbot.lycos.co.uk
Hotlinks www.hotlinks.com
iHaveNet.com www.ihavenet.com
MSN www.msn.co.uk
My Able www.myable.com
MyLycos www.mylycos.com
My Netscape http://my.netscape.com
mytaxi www.mytaxi.com
Namezero www.namezero.com
Onepage.com www.onepage.com
Quickbrowse www.quickbrowse.com
Savos www.savos.com
Strategy.com www.strategy.com
Subportal.com http://subportal.iboost.com
Websplit www.websplit.com
Yippie.net www.yippie.net
Zingin www.zingin.com
Contact us
Send your gripes and grumbles or tales of customer service beyond the call of duty to: ConsumerWatch,
PC Advisor,
Fifth Floor,
85 Tottenham Court Road,
London
W1T 4TQ
Or email pcadvisor_consumerwatch@idg.com. Sadly, it is not possible for us to respond to ConsumerWatch tales over the phone.