Feeds

What's the nature of your emergency, Vodafone?

Oh, you've dialled the wrong number for ad fibs, rules ASA

Choosing a cloud hosting partner with confidence

Vodafone has been chided for misleading customers with a telly ad that wrongly implied that the majority of Blighty's emergency services' staff personally subscribed to the mobile operator.

Britain's ad watchdog agreed with three out of four complaints submitted by the parent company of rival O2 - Telefonica UK.

The TV commercial in question showed a fire-fighting scene that featured a female actor's voiceover fretting about her hubby's dangerous day job.

Her comments were followed by a statement from Voda with the claim:

77 per cent of the emergency services use Vodafone. Vodafone, power to our emergency services.

But Telefonica successfully challenged the assertions on three grounds. The telco complained that Vodafone had misleadingly suggested that the majority of police, doctors, nurses and fire-fighters in the country used the mobile operator in a personal, not professional capacity, the ASA noted.

The ad regulator also agreed that the claim itself was unclear.

Vodafone failed to convince the ASA to dismiss most of the gripes from Telefonica.

The watchdog said:

We considered that the ambiguity of the claim, and the fact the ad focused on a fireman's personal relationship, as opposed to the use of telephony in a professional capacity, could lead a number of consumers to believe that 77 per cent of emergency service personnel had chosen Vodafone as their private mobile telephone provider.

We understood, however, that the claim related to the percentage of emergency service authorities that used, and were therefore billed for, any Vodafone services, rather than to personnel who used Vodafone services for their private usage.

Because we had concerns that a number of viewers might understand from the ad that 77 per cent of emergency services personnel used Vodafone services for their private usage, whereas we understood that was not the case, we concluded that the ad was misleading.

Voda was told by the ASA to stop telling fibs about its subscriber base and ordered not to screen the ads on British TV again in their current form. ®

Providing a secure and efficient Helpdesk

More from The Register

next story
Sea-Me-We 5 construction starts
New sub cable to go live 2016
Vodafone to buy 140 Phones 4u stores from stricken retailer
887 jobs 'preserved' in the process, says administrator PwC
EE coughs to BROKEN data usage metrics BLUNDER that short-changes customers
Carrier apologises for 'inflated' measurements cockup
Comcast: Help, help, FCC. Netflix and pals are EXTORTIONISTS
The others guys are being mean so therefore ... monopoly all good, yeah?
Surprise: if you work from home you need the Internet
Buffer-rage sends Aussies out to experience road rage
EE buys 58 Phones 4u stores for £2.5m after picking over carcass
Operator says it will safeguard 359 jobs, plans lick of paint
MOST iPhone strokers SPURN iOS 8: iOS 7 'un-updatening' in 5...4...
Guess they don't like our battery-draining update?
prev story

Whitepapers

Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.