Failure to Respond Gets Lycamobile UK Unlimited 4G Data Ad Banned

As predicted last month the Advertising Standards Authority (ASA) will next week ban a website advert for a Lycamobile service, which misleadingly claimed to offer “UNLIMITED 4G DATA“, after the operator failed to respond to the advertising watchdogs enquiries.

The situation began in April 2014 (here) after Lyca’s original unlimited 4G data plan was criticised for failing to mention any obvious restrictions for the service, including in their T&C’s, which is despite complaints that the add-on was only “unlimited” for the first 10GB (GigaBytes) and after that the Mobile Broadband speeds would be throttled all the way back to 128Kbps (0.12Mbps).

Last month ISPreview.co.uk revealed that some frustrated customers (including a complaint from Three UK) had taken the matter to the ASA (here), which after some consideration proposed to ban the promotion because Lycamobile “did not respond” to their enquiries and, as a result, had failed to provide any evidence to substantiate the “UNLIMITED 4G DATA” claim. We’ve since been able to confirm that the ban will be upheld in Wednesday’s update.

According to a leaked copy of the Final Adjudication document, which has been seen by ISPreview.co.uk, the ASA will echo their previous draft determination and say they’re also “concerned by lycamobile.co.uk’s lack of response and apparent disregard for the Code” and have “reminded them of their responsibility to respond promptly” to the watchdog. Not that they’ll listen, although the matter has now been referred to the CAP’s Compliance team, which works to ensure that the ASA findings are upheld and “implemented by all advertisers who may be affected“.

In the meantime Lyca has changed their package slightly, although the same issue still appears to exist.. unless you happen to play their promotional video, which right at the end for a brief moment states a 5GB usage limit for the.. ehumm.. “Unlimited Data” plan. In addition, Tethering doesn’t appear to be supported but they don’t tell you that. Now for that slightly dubious video..