Home
 » ISP News » 
Sponsored Links

ASA Ban Lycamobile Advert for Unlimited UK Data, Calls and Texts Claim

Wednesday, Jul 10th, 2013 (8:00 am) - Score 5,267

The UK Advertising Standards Authority (ASA) has banned a website advert for Lycamobile’s various “ALL IN ONE” bundles, which misleadingly claimed to offer “unlimitedmobile broadband data, calls and text messages but later stated a specific limit on the use of such services.

The promotions small print stated “Unlimited usage is subject to a fair usage of 3000 minutes/texts/MB per month per SIM” and warned that anybody who exceeded its Fair Usage Allowance would be “charged at standard rates“. Lycamobile claimed that just 2.72% of the customers who took this package ended using the product up to the fair use cap.

ASA Ruling (REF: A13-227300)

We noted Lycamobile’s assertion that only 2.72% of their users reached their allotted restrictions. However, because those customers had exceeded the minutes, text and data thresholds and had been subject to additional charges, we considered the service could not be described as “unlimited”.

We therefore considered that the information in the small print about the FUP contradicted the “Unlimited” claims, and we concluded the ad was misleading.

As usual Lycamobile were told not to claim that a service was “unlimited” if additional charges applied as a consequence of exceeding a usage threshold associated with a FUP. Meanwhile their website still appears to be making the same “unlimited calls & texts” claim as before, with the same FUP rule as before.

Mark-Jackson
By Mark Jackson
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook and .
Search ISP News
Search ISP Listings
Search ISP Reviews

Comments are closed

Cheap BIG ISPs for 100Mbps+
Community Fibre UK ISP Logo
150Mbps
Gift: None
Virgin Media UK ISP Logo
Virgin Media £24.00
132Mbps
Gift: None
Shell Energy UK ISP Logo
Shell Energy £26.99
109Mbps
Gift: None
Plusnet UK ISP Logo
Plusnet £27.99
145Mbps
Gift: None
Zen Internet UK ISP Logo
Zen Internet £28.00 - 35.00
100Mbps
Gift: None
Large Availability | View All
Cheapest ISPs for 100Mbps+
Gigaclear UK ISP Logo
Gigaclear £15.00
150Mbps
Gift: None
YouFibre UK ISP Logo
YouFibre £19.99
150Mbps
Gift: None
Community Fibre UK ISP Logo
150Mbps
Gift: None
BeFibre UK ISP Logo
BeFibre £21.00
150Mbps
Gift: £25 Love2Shop Card
Hey! Broadband UK ISP Logo
150Mbps
Gift: None
Large Availability | View All
The Top 15 Category Tags
  1. FTTP (5472)
  2. BT (3505)
  3. Politics (2524)
  4. Openreach (2291)
  5. Business (2251)
  6. Building Digital UK (2234)
  7. FTTC (2041)
  8. Mobile Broadband (1961)
  9. Statistics (1778)
  10. 4G (1654)
  11. Virgin Media (1608)
  12. Ofcom Regulation (1451)
  13. Fibre Optic (1392)
  14. Wireless Internet (1386)
  15. FTTH (1381)
Promotion
Sponsored

Copyright © 1999 to Present - ISPreview.co.uk - All Rights Reserved - Terms , Privacy and Cookie Policy , Links , Website Rules , Contact
Mastodon