The TV ad, created by Albion, showed a new father talking to his parents via a webcam that he moves so they can see his partner and newborn baby.
Skype responded that the software being promoted was the Skype video call, rather than the hardware through wich it was delivered. The company noted that the quality of the call was reliant upon a number of factors, such sa the speed and quality of the broadband connection which means every users experience would differ.
The ASA ruled that the ad did not depict a real Skype video call but noted the Code did not prevent the use of techniques to overcome technical problems in filming TV ads.
It added that it understood the company had sought to mimic the effect of the blurring and slowness suers could expierence in a real time video call but said it considered that viewers would infer that the sound and picture qulity depicted in the ad was typical of the performance that all users could achieve.
The final ruling was that the ad must not be broadcast again in its current form.
Skype's advertising account is currently under review, with TBWA with Wolff Olins, Rapp partnered with Interbrand, Draftfcb, and Euro RSCG going for the business.
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