How small is too small?

The ASA has given guidance has to just how small small print can be.

An advertisement placed on the back of a bus by PlusNet claimed: “BROADBAND ONLY £6.49* A MONTH”. The asterisk linked to small print at the bottom of the advert which stated: “Broadband for £6.49 a month if you live in one of our low cost areas, £12.99 from month 4 otherwise.”

The complainant had seen the advertisement on the back of the bus but had been unable to read the small print. The ASA found that the advertisement was misleading on the basis that the small print was illegible. Their reasoning was: “Small print should be clearly visible to a normally sighted person reading the marketing communication once from a reasonable distance and at a reasonable speed.”