Feeds

ASA slaps down Vodafone 'unlimited' data claims

Plus ça change

Internet Security Threat Report 2014

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). ®

Top 5 reasons to deploy VMware with Tegile

More from The Register

next story
Same old iPad? NO. The new 'soft SIMs' are BIG NEWS
AppleSIM 'ware to allow quick switch of carriers
Arab States make play for greater government control of the internet
Nerds told to get lost in last-minute power grab bid at UN meeting
Brits: Google, can you scrape 60k pages from web, pleeease
Hey, c'mon Choc Factory, it's our 'right to be forgotten'
Of COURSE Stephen Elop's to blame for Nokia woes, says author
'Google did have some unique propositions for Nokia'
It's even GRIMMER up North after MEGA SKY BROADBAND OUTAGE
By 'eck! Eccles cake production thrown into jeopardy
Mobile coverage on trains really is pants
You thought it was just *insert your provider here*, but now we have numbers
Don't mess with Texas ('cos it's getting Google Fiber and you're not)
A bit late, but company says 1Gbps Austin network almost ready to compete with AT&T
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.