The Advertising Standards Authority (ASA) has issued a ruling against an advertisement for SpaceX’s Starlink broadband service. This online banner advertisement was deemed misleading due to insufficient disclosure of key information regarding its pricing and availability.
Misleading Advertisement Details
The disputed ad featured an attractive offer of a free terminal kit, typically valued at £299. However, the promotional text stated, “£0 £299 for the Standard Kit with 12-Month Residential Service Plan commitment.” Beneath the main offer, small print noted that terms apply and directed potential customers to review FAQs on the Starlink website.
Background on Starlink’s Customer Base
As of July 2025, Starlink has attracted approximately 6 million customers globally, including about 110,000 in the UK—an increase from 87,000 in 2024. Most of these users are situated in rural areas, where internet connectivity is often limited. However, it’s important to note that the promotional offer was not universally available.
Significant Geographical Limitations
The ASA discovered that many areas in the southeast of England, including Greater London and parts of Kent, Essex, and Hampshire, were excluded from the promotional pricing. This omission affected nearly one-third of the UK population, raising concerns over the advertisement’s transparency.
Consumer Implications
- The ad failed to clarify important limitations regarding availability.
- Customers outside the eligible areas faced additional costs.
- Some consumers were charged a ‘demand surcharge’ of up to £195.
Given this context, the ASA determined that the advertisement misled consumers regarding the total cost of the Standard Kit and the conditions under which it was offered. Potential customers could mistakenly believe their only cost was the £299 fee and the monthly service plan.
ASA’s Ruling and Changes Implemented
The ASA has explicitly banned the advertisement in its current form. They have instructed Starlink to ensure that future promotional materials provide clear and comprehensive information about pricing and availability. In response, Starlink has modified the language in its promotions to align better with regulatory expectations.
As businesses navigate the complex landscape of advertising, it remains essential that promotional content maintains transparency to uphold consumer trust and comply with regulatory guidelines.
