The Advertising Standards Authority (ASA) has warned BSkyB that they must make press advertisements clearer in future.

BSkyB has been criticised for an advertisement which implied the digital switchover would mean that all terrestrial TV signals would be turned off.

The adverts, which were targeted at consumers in the Whitehaven area of Cumbria, stated that: "Don't worry that your terrestrial TV signal is being switched off We've got it covered."

The inside of the wrap around was headlined "Switch to digital with Sky now". Text stated "As you are probably aware, the town of Whitehaven has been chosen to lead the UK's switch to digital TV. From October 2007 if you have not gone digital, you will not be able to watch TV. What you may not be aware of is that until switchover, Sky TV will be the only way to get digital TV in your region. But why wait until next October when there are lots of good reasons to get Sky now?"

The complainant, who pointed out that terrestrial TV signals were to be transferred from analogue to digital, objected that the ads misleadingly implied that terrestrial TV services were to be switched off.

Sky argued that it had conducted the campaign after consulting with Digital UK, the independent organisation leading digital switchover.

The ASA noted Sky's argument, and that it had worked with Digital UK on the campaign, but considered that the headlines were still inaccurate and misleading.

In future ads, ASA told BSkyB that it must make it clear that Freeview would be available to Whitehaven residents after switchover, the ASA ruled.