Feeds

ASA slaps down Vodafone 'unlimited' data claims

Plus ça change

Intelligent flash storage arrays

Vodafone has today been ordered to withdraw an advert for one of its data packages which falsely implied customers could get unlimited mobile web access.

The ad copy bellowed: "Any website, any time. £7.50 a month. Make the most of now." The small print whispered that a usage limit of 120MB per month applies.

Vodafone argued against a complaint made to the Advertising Standards Authority (ASA), saying that the word "any" meant "some, or even the smallest amount of". Consumers would interpret the ad as implying mobility, not unlimited data, it claimed.

The ASA however ruled that the ad could be construed as an 'unlimited' claim, and that the small print was not prominent enough. It concluded that Vodafone was likely to mislead potential subscribers.

The operator has been told not to use the ad in its current form again. And, er, that's it. The adjudication is here.

We've been here before of course, many times. It remains to be seen whether Ofcom's new voluntary broadband code of practice has any effect when it kicks in in about six months' time (although at present it only covers fixed line broadband). ®

Choosing a cloud hosting partner with confidence

More from The Register

next story
Download alert: Nearly ALL top 100 Android, iOS paid apps hacked
Attack of the Clones? Yeah, but much, much scarier – report
Broadband sellers in the UK are UP TO no good, says Which?
Speedy network claims only apply to 10% of customers
Virgin Media struck dumb by NATIONWIDE packet loss balls-up
Turning it off and on again fixes glitch 12 HOURS LATER
Yahoo! blames! MONSTER! email! OUTAGE! on! CUT! CABLE! bungle!
Weekend woe for BT as telco struggles to restore service
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Facebook, working on Facebook at Work, works on Facebook. At Work
You don't want your cat or drunk pics at the office
Soz, web devs: Google snatches its Wallet off the table
Killing off web service in 3 months... but app-happy bonkers are fine
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
10 threats to successful enterprise endpoint backup
10 threats to a successful backup including issues with BYOD, slow backups and ineffective security.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Getting ahead of the compliance curve
Learn about new services that make it easy to discover and manage certificates across the enterprise and how to get ahead of the compliance curve.