The ASA noted the complex technical nature of the digitalswitchover and considered that it was likely to be confusing to many consumers. The ASA noted Sky had created the campaign in association with Digital UK which they understood was an independent organisation tasked with providing impartial information and raising awareness of the digital switchover among consumers.
The ASA also noted Digital UK described the process as The UKs old television broadcast signal (known as "analogue") is being switched off and replaced with a "digital" signal. Any TV set or video recorder thats not converted to digital when the switchover takes place will no longer receive TV programmes."
The ASA considered, however, that the headlines were inaccurate because they stated that terrestrial TV was to be switched off, when in fact consumers would still be able to obtain terrestrial services on the Freeview platform.
The ASA considered that, although the ad correctly stated that Sky was the only way to obtain digital in the run up to the switchover, by its omission of the options open to them after switchover, some readers were likely to infer that terrestrial TV would not be available to them after switchover unless they subscribed to Sky. The ASA concluded that the ads were likely to mislead.
The Sky ad breached CAP Code clauses 3.1 (Substantiation), 6.1 (Honesty) and 7.1 (Truthfulness).