ASA says BBC Freeview channels are free

The Advertising Standards Authority has said it is OK for the BBC to refer to its Freeview digital tv platform as being, erm, free. ASA received numerous complaints when the BBC said access to its eight digital TV stations was free – arguing that you had to buy a £100 set top box to receive the programmes, plus viewers were already paying some money towards the BBC’s digital output via the licence fee. But the ASA disagrees saying: "The Authority considered that the advertisement made clear that the channels were available free with satellite or cable services and that they were also available through the new Freeview service. It considered that, because the eight channels were free to satellite and cable subscribers and the advertisement explained the cost of the adaptor needed for the Freeview service, the cost of the adaptor did not negate the claim that the eight new BBC channels were free. The Authority concluded that the description of the channels as "free" was not misleading." As to the TV licence point, the Authority concluded: "...because television viewers were required to have a licence, irrespective of whether or not they accessed the advertisers' digital channels, the Authority considered that the cost of a TV licence did not have a bearing on the advertised product."