Carphone Warehouse given a stern talking to for 'misleading' radio ad

Three's a crowd, and a 'major competitor', says watchdog

By Richard Priday

Posted in Networks, 8th November 2017 12:32 GMT

Carphone Warehouse was given a particularly withering stare by the Advertising Standards Agency in a ruling handed down today concerning one of its radio adverts.

The ad, played back in July, claimed that customers could save an average of £152 by using the Warehouse over its major competitors. However, while its other adverts had made clear this comparison referred to O2, Vodafone and EE, the radio version did not. A complaint was then made about how quietly excluding Three from the "major competitors" of the radio version could be misleading.

In response to the complaint, Carphone Warehouse argued that Three didn't have enough customers to be a "major competitor", and that including Three in its comparison would not change it meaningfully. It also proposed that because the advert was only 20 seconds long, the time constraint could be considered a mitigating factor.

The ASA ultimately upheld the complaint, saying that Three should be considered a major competitor by virtue of operating its own network, like the trio of brands Carphone had used for comparison. Without a more precise definition, the Warehouse had created a potentially misleading advert.

According to the ruling, Carphone Warehouse must not use the ad without changes, and it must ensure that it makes the basis of its claims clear. ®

Sign up to our NewsletterGet IT in your inbox daily

23 Comments

More from The Register

Carphone Warehouse cops £400k fine after hack exposed 3 MEEELLION folks’ data

ICO: Seriously insecure system allowed unauthorised access to DB

Hello, Dixons Carphone? Yep, we're ringing from a 2015 handset. Profits down 60%, eh?

Store closures on the way? Did someone mention Brexit?

Brexit, schmexit: Christmas sales up 4 per cent at Dixons Carphone

Firm defies forecasts despite warnings of 'uncertain times'

Dixons Carphone stirs PC Curry, reports 10% profit gravy

Record £500m full-year figure for borg

Huge hack attack: UK data cops to probe Carphone Warehouse breach

2.4 million customers at risk after personal info stolen

Carphone Warehouse, RootMetrics ink data deal, declare customer love

Software shows the signals

Hackers hid Carphone Warehouse breach with DDoS smokescreen – report

Crims aim to cause just enough chaos to get in and out

Brexit? We have heard of this, says Dixons Carphone CEO

'No detectable impact' on consumer cash splash after vote to leave EU

Oops: Carphone burps up new Google phone details

Bit of a Dixons, terribly sorry

Carphone Warehouse coughs to MONSTER data breach – 2.4 MEELLION Brits at risk

Credit card info of 90,000 users may have been nicked