Feeds

ASA slaps down Vodafone 'unlimited' data claims

Plus ça change

Top 5 reasons to deploy VMware with Tegile

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). ®

Intelligent flash storage arrays

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

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.
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.
How to determine if cloud backup is right for your servers
Two key factors, technical feasibility and TCO economics, that backup and IT operations managers should consider when assessing cloud backup.
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?
Security and trust: The backbone of doing business over the internet
Explores the current state of website security and the contributions Symantec is making to help organizations protect critical data and build trust with customers.