TalkTalk has been told it cannot claim that its new internet security system HomeSafe is the “UK’s safest broadband”, after rival BT won a ruling from the advertising watchdog determining that it offers only “basic security”. The internet service provider has been heavily promoting the online security service, which aims to block children from accessing adult content, in its TV advertising and marketing since launching HomeSafe in May. BT lodged a complaint with the Advertising Standards Authority about a TV, poster and national press campaign that claimed that TalkTalk’s customers have “the UK’s safest broadband” thanks to the HomeSafe service.
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