The Advertising Standards Authority has told phone retailer The Link and Freetalk Communication that a recent email advertising its Voice over Internet Protocol service was unfair to BT.

The email started: "With Internet phone at The Link we are always finding new ways to save you money, so we have teamed up with Freetalk to offer you an exclusive deal that will save you and your family money on your phone bills."

It continued with the usual marketing guff, but included a table comparing prices for its service with offerings from BT, Telewest and Tesco. BT objected to the comparison with its Together Option 3 package because the telco also offers a VoIP service which would be more comparable with Freetalk's service.

The ASA upheld BT's complaint. It accepted that Freetalk and The Link were not intending to use the email again and advised them to consult the Committee of Advertising Practice website for advice on future marketing materials. ®

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