Feeds

ASA rules against O2 over streetmap promo

Out-of-date ad kerbed

Using blade systems to cut costs and sharpen efficiencies

O2 has been rapped over the knuckles by the Advertising Standards Authority (ASA) for a recent advert promoting its deal with Streetmap.co.uk.

The ad features an animation of a chap unfurling a landscape, with a voiceover suggesting you will always know where you are going with free maps from O2 and (exclusively) streetmap.co.uk. However, the on-screen text states that the offer ends on 21 August.

T-Mobile complained to the ASA that the service wasn't exclusive or free, and that the end date was misleading.

The ASA upheld T-Mobile's complaint that the end date was misleading, as customers may have thought the service would be free forever - providing they signed up before 21 August. Interestingly, no customers complained about the advert, or had apparently been confused.

It ruled in favour of O2, however, that the deal could be called "exclusive" as while any mobile internet user can log on to streetmap.co.uk, O2 customers got a special mobile version of the site.

It also said the service could be labelled as "free" as users of O2's iMode service wouldn't have to pay for the data.

On the basis of its ruling on the end date complaint, the ASA said O2 was never to show the advert again, though it seems unlikely the mobile company was going to anyway, as the offer has long expired. ®

HP ProLiant Gen8: Integrated lifecycle automation

More from The Register

next story
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
All those new '5G standards'? Here's the science they rely on
Radio professor tells us how wireless will get faster in the real world
US freemium mobile network eyes up Europe
FreedomPop touts 'free' calls, texts and data
'Two-speed internet' storm turns FCC.gov into zero-speed website
Deadline for comments on net neutrality shake-up extended to Friday
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
prev story

Whitepapers

Designing a Defense for Mobile Applications
Learn about the various considerations for defending mobile applications - from the application architecture itself to the myriad testing technologies.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.