{"id":10034,"date":"2015-09-02T09:03:44","date_gmt":"2015-09-02T08:03:44","guid":{"rendered":"http:\/\/www.ispreview.co.uk\/?p=10034"},"modified":"2015-09-02T09:03:44","modified_gmt":"2015-09-02T08:03:44","slug":"vodafone-ad-banned-for-misleading-unbeatable-call-reliability-claim","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2015\/09\/vodafone-ad-banned-for-misleading-unbeatable-call-reliability-claim.html","title":{"rendered":"Vodafone Ad Banned for Misleading &#8220;unbeatable&#8221; Call Reliability Claim"},"content":{"rendered":"<p>The <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/asa\" target=\"_blank\">Advertising Standards Authority<\/a> has banned a national press and website advert for <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vodafoneuk\" rel=\"nofollow\" target=\"_blank\">Vodafone<\/a>&#8217;s mobile network after <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/threeuk\" rel=\"nofollow\" target=\"_blank\">Three UK<\/a> complained that the promotions could not substantiate the claims of being &#8220;<em>unbeatable at connecting your calls<\/em>&#8221; and &#8220;<em>unbeatable at keeping your calls connected<\/em>&#8220;.<\/p>\n<p><!--more--><\/p>\n<p>Apparently the claims were based on <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vodafoneuk\" rel=\"nofollow\" target=\"_blank\">Vodafone<\/a>&#8217;s own call performance data as well as that of data from <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/threeuk\" rel=\"nofollow\" target=\"_blank\">Three UK<\/a>, <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/o2uk\" rel=\"nofollow\" target=\"_blank\">O2<\/a> and <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/eebroadband\" rel=\"nofollow\" target=\"_blank\">EE<\/a>, which had been collected by <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/ofcom\" target=\"_blank\">Ofcom<\/a> (<a href=\"http:\/\/stakeholders.ofcom.org.uk\/market-data-research\/other\/telecoms-research\/consumer-experiences-mobile-phone-calls\/\" target=\"_blank\">Consumer experiences of mobile phone calls<\/a>). But the ASA disagreed with <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vodafoneuk\" rel=\"nofollow\" target=\"_blank\">Vodafone<\/a>&#8217;s interpretation and banned both adverts for being &#8220;<em>misleading<\/em>&#8220;.<\/p>\n<blockquote class=\"bq1\"><p><strong>ASA Ruling (REF: <a href=\"https:\/\/www.asa.org.uk\/Rulings\/Adjudications\/2015\/9\/Vodafone-Ltd\/SHP_ADJ_288262.aspx#.Veak3zeFOUk\" target=\"_blank\">A14-288262<\/a>)<\/strong><\/p>\n<p><em>Ad (a) was a national press ad that referred to the UK\u2019s transplant list and that those on the transplant list never went \u201canywhere\u201d without their phones. Ad (b), which appeared on the Vodafone website, referred to how they were investing in their network ensuring it was \u201c\u2026 suitable for &#8230; the everyday services people rely on up and down the country\u201d. In that context, we considered consumers were likely to interpret the claims as referring to Vodafone\u2019s performance across the UK, despite the qualification given in the ads.<\/em><\/p>\n<p><em>Given that large geographical areas of the UK were omitted from the sample, we considered it was insufficiently widespread to be considered a true representation of UK consumers\u2019 experience of call connection and dropped calls. Furthermore, because we considered the ads created the overall impression that the claims related to Vodafone\u2019s performance across the UK, we considered the qualification contradicted rather than clarified the ads.<\/em><\/p>\n<p><em>For the reasons given above, we considered Vodafone\u2019s substantiation was insufficient to support their top parity claims. We therefore concluded the ads had not been substantiated and were misleading.<\/em><\/p><\/blockquote>\n<p>As usual the ASA warned Vodafone not to make such claims again unless they held &#8220;<em>suitable substantiation<\/em>&#8220;.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Advertising Standards Authority has banned a national press and website advert for Vodafone&#8217;s mobile network after Three UK complained that the promotions could not substantiate the claims of being &#8220;unbeatable at connecting your calls&#8221; and &#8220;unbeatable at keeping your calls connected&#8220;.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[99,63,96],"class_list":["post-10034","post","type-post","status-publish","format-standard","hentry","category-uk_isp_news","tag-asa","tag-three-uk","tag-vodafone"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Vodafone Ad Banned for Misleading &quot;unbeatable&quot; 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