Sky’s streaming service, NOW, has been ordered to overhaul how it presents free trials of its Boost add-on. The UK’s advertising watchdog, the ASA, ruled that NOW’s previous approach was misleading customers.
Until now, NOW often automatically added free trials of Boost – which offers better video quality and other perks – to new subscriptions.
The problem? Many customers didn’t realize these trials would automatically convert to paid add-ons costing £6-£9 per month if not cancelled.
In response, NOW has completely changed its sign-up process, and free Boost trials are no longer added automatically.
Instead, customers now see a clear choice between the standard subscription and optional Boost upgrades, with prominent warnings about costs and auto-renewal (see more on that below).
What Is NOW’s Boost Add-on?
NOW (formerly known as NOW TV) is Sky’s flexible streaming service, offering access to Sky’s premium content without needing a long-term contract or satellite dish.
Subscribers can choose from various passes, including Entertainment, Cinema, and Sports, allowing them to tailor their viewing experience to their preferences.
NOW’s standard video quality is only 720p – and customers who want to go up to Full HD (1080p) or 4K, need to pay extra by attaching the NOW Boost add-on.
Boost also adds surround sound and the ability to stream on multiple devices simultaneously. It also removes adverts from on-demand content.
Last summer, NOW introduced a new tier called Ultra Boost. This premium option builds on the standard Boost features by offering 4K Ultra HD streaming, HDR support, and Dolby Atmos sound.
Ultra Boost also allows streaming on three devices simultaneously, compared to two with standard Boost.
Until recently, NOW often included free Boost or Ultra Boost trials with new subscriptions.
These trials, typically lasting 7 days (or up to a month), would automatically convert to paid subscriptions unless cancelled by the customer before the trial period ended.
Over the years, some customers expressed surprise and frustration on social media and NOW’s support forums about unexpected charges appearing on their bills.
These charges often occurred because customers were unaware that the free Boost or Ultra Boost trials automatically converted to paid subscriptions if not cancelled before the trial period ended.
This lack of clarity led to confusion and dissatisfaction among some NOW TV users – which eventually led to this week’s ruling.
The ASA’s Ruling
The Advertising Standards Authority (ASA) is the UK’s independent regulator of advertising across all media. They work to ensure ads are legal, decent, honest, and truthful.
When consumers or competitors raise concerns about potentially misleading advertising, the ASA investigates and can require companies to change or remove problematic ads.
In December 2023, the ASA investigated NOW TV’s website after concerns were raised about how free trials were presented. Their ruling, published on September 25, 2024, highlights several issues:
Lack of clarity on auto-renewal: The ASA found that NOW didn’t make it clear enough that free trials would automatically become paid subscriptions if not cancelled. This information was often buried in small print or placed where customers were likely to overlook it.
Hidden costs: Information about the costs after the trial period wasn’t prominently displayed. Customers weren’t always aware of how much they’d be charged once the free trial ended.
Misleading layout: Important details about the trials were not positioned where customers were likely to notice them. The ASA noted that key information was often placed below the ‘purchase’ button or in less prominent areas of the webpage.
Confusing presentation: The way NOW presented its subscription options made it difficult for customers to understand exactly what they were signing up for. The distinction between different packages and add-ons wasn’t always clear.
Use of persuasive language: The ASA noted that NOW used phrases like “cancel anytime” without clearly explaining the auto-renewal process, which could lead customers to believe they wouldn’t be charged unless they actively chose to continue.
The ASA concluded that these practices could lead customers to unknowingly sign up for paid subscriptions.
They ruled that the ad breached the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) on the grounds of misleading advertising and unclear qualification of promotional offers.
As a result, the ASA instructed NOW TV to ensure future ads clearly communicate:
- That free trials automatically renew into paid subscriptions
- The cost of the subscription after the free trial
- Any significant conditions of the free trial
They also required NOW to make this information prominent, ensuring it’s placed close to references to the free trial and is clear in both size and font.
NOW’s Response: Free Trials Are Now ‘An Upgrade’
In response to the ASA’s ruling, NOW significantly changed its subscription process, and starting today, getting a free Boost trial is presented as an optional “upgrade” that removes adverts.
A spokesperson for NOW told Cord Busters:
“At NOW, we are committed to providing our customers with a personalised viewing experience.
“While we believe that the choice ultimately rests with the consumer, we respect the ASA’s decision, and effective today, we have implemented the necessary changes to our sales journey.”
These changes include:
Optional trials: Free Boost and Ultra Boost trials are now presented as optional add-ons rather than being automatically included with new subscriptions. Customers now see a clear choice between Boost, Ultra Boost, or none of those.
Clear pricing: The cost of Boost (£6/month) and Ultra Boost (£9/month) after the trial period is now prominently displayed alongside the free trial offer.
Active choice: Customers must now actively choose to add a free trial rather than it being pre-selected. This is done through a clear “Add 7-day free trial” button for each option.
Detailed comparison: NOW provides a clear side-by-side comparison of features between Standard, Boost, and Ultra Boost options, including video quality, number of simultaneous streams, and audio quality.
Prominent trial information: The duration of the free trial (7 days) and the fact that it will auto-renew unless cancelled are now clearly stated next to each option.
Cancellation information: The phrase “Cancel anytime” is now accompanied by clearer information about the auto-renewal process.
For customers, these changes mean a more transparent sign-up process. You’ll now have a clearer understanding of what you’re signing up for, how much it will cost after any trial period, and what features you’ll get with each option.
The risk of unknowingly signing up for a paid subscription after a free trial has, therefore, been significantly reduced.
However, it’s still important to remember to cancel any trials you don’t wish to continue before the 7-day period ends to avoid charges.
While NOW has made the terms clearer, the responsibility still lies with the customer to manage their subscriptions.
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Adding so called boosts is another clever but greedy marketing ploy for Sky. I can’t imagine many people being happy watching TV in standard definition, so they will ultimately add the HD boost. What sky need to do is offer three simple tiers of SD, HD or 4K tariffs. Everyone will know exactly what they are getting in one simple monthly cost. The only add-on would be to remove ads on these tiers.