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The Advertising Standards Authority has ruled that the BBC can describe its digital channels as "free" even though viewers have to buy a digital box to watch them.
The ASA launched an investigation after viewers complained it was misleading to say the BBC channels were "free" when they had to pay £99 for a Freeview decoder as well as the licence fee.
A preliminary ASA judgment earlier this year concluded that the campaign had breached its code of practice.
The BBC however, argued that the its promotions made it clear that viewers who did not already have satellite or cable would need to buy an adapter for a one-off payment of £99.
They said the £99 was paid to the equipment supplier, not to them, and that all television viewers have to pay the licence fee regardless of what they watched.
The ASA today rejected 12 complaints about the campaign, saying it "made clear that the channels were available free with satellite or cable services and that they were also available through the new Freeview service".
The ASA launched an investigation after viewers complained it was misleading to say the BBC channels were "free" when they had to pay £99 for a Freeview decoder as well as the licence fee.
A preliminary ASA judgment earlier this year concluded that the campaign had breached its code of practice.
The BBC however, argued that the its promotions made it clear that viewers who did not already have satellite or cable would need to buy an adapter for a one-off payment of £99.
They said the £99 was paid to the equipment supplier, not to them, and that all television viewers have to pay the licence fee regardless of what they watched.
The ASA today rejected 12 complaints about the campaign, saying it "made clear that the channels were available free with satellite or cable services and that they were also available through the new Freeview service".
