{"id":20998,"date":"2020-02-05T07:22:40","date_gmt":"2020-02-05T07:22:40","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=20998"},"modified":"2020-02-05T07:24:16","modified_gmt":"2020-02-05T07:24:16","slug":"asa-ban-vodafone-uk-ads-for-misleading-unlimited-data-claims","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2020\/02\/asa-ban-vodafone-uk-ads-for-misleading-unlimited-data-claims.html","title":{"rendered":"ASA Ban Vodafone UK Ads for Misleading Unlimited Data Claims"},"content":{"rendered":"<p>Complaints made by <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vm\" rel=\"nofollow\" target=\"_blank\">Virgin Media<\/a> and <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/threeuk\" rel=\"nofollow\" target=\"_blank\">Three UK<\/a> have today resulted in the <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/asa\" target=\"_blank\">Advertising Standards Authority<\/a> (ASA) banning several adverts for <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vodafoneuk\" rel=\"nofollow\" target=\"_blank\">Vodafone<\/a>&#8217;s new &#8220;<em>unlimited data<\/em>&#8221; mobile plans, which primarily occurred because of a failure to clearly express the related mobile broadband speed restrictions (especially on <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/5g\">5G<\/a>).<!--more--><\/p>\n<p><a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vodafoneuk\" rel=\"nofollow\" target=\"_blank\">Vodafone<\/a> UK first launched the new unlimited data plans last July 2019, and at roughly the same time as their ultrafast <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/5g\">5G<\/a> network began to be deployed (<a href=\"https:\/\/www.ispreview.co.uk\/index.php\/2019\/07\/vodafone-uk-give-5g-launch-a-boost-by-adding-unlimited-data.html\">here<\/a>), although two of the three plans included a maximum speed restriction and this was reflected in the price customers paid: <strong>Unlimited Max<\/strong> (\u00a330 &#8211; Maximum network speed possible), <strong>Unlimited<\/strong> (\u00a326 up to 10Mbps) and <strong>Unlimited Lite<\/strong> (\u00a323 up to 2Mbps).<\/p>\n<p>Several adverts for the plans soon followed. Today&#8217;s case thus relates to a promotion on <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vodafoneuk\" rel=\"nofollow\" target=\"_blank\">Vodafone<\/a>&#8217;s website (a), a regional newspaper ad (b), a paid-for Facebook post (c) and a paid-for advert on uSwitch (d). However <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vm\" rel=\"nofollow\" target=\"_blank\">Virgin Media<\/a> and <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/threeuk\" rel=\"nofollow\" target=\"_blank\">Three UK<\/a> both challenged whether the use of the term &#8220;<em>unlimited<\/em>,&#8221; as well as the reference to <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/5g\">5G<\/a> in relation to the two speed-capped plans, were misleading.<\/p>\n<p>In terms of the first advert (a), the speed caps were only mentioned in smaller text and the promotion began: &#8220;<em>all our Unlimited data plans are available with 5G, and each is built to match however you use your data<\/em>.&#8221; You then had to click a pop-up in order to find out more info. about the speed limits (advert (d) also kept all such detail behind an extra click). Advert (b) similarly kept details of the speed caps to the small print and (c) didn&#8217;t even mention them, but did state 5G.<\/p>\n<p><a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vm\" rel=\"nofollow\" target=\"_blank\">Virgin Media<\/a> and <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/threeuk\" rel=\"nofollow\" target=\"_blank\">Three UK<\/a> both noted that the maximum download speeds for the two plans were significantly below the average speeds that could be achieved on 5G and <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/4g\">4G<\/a> (Vodafone&#8217;s website stated that it expected to deliver average 5G speeds of 150-200Mbps and that it delivered average <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/4g\">4G<\/a> speeds of 25-35Mbps). In the end the ASA agreed that Vodafone had not stated the speed restrictions clearly enough.<\/p>\n<blockquote class=\"bq1\"><p><a href=\"https:\/\/www.asa.org.uk\/rulings\/vodafone-ltd-cas-570798-c6z5r0.html\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>ASA Ruling (REF: G19-1035529)<\/strong><\/a><\/p>\n<p>We considered that it was in principle acceptable for the ads to use the term \u201cUnlimited\u201d in relation to the Unlimited Lite and Unlimited plans. However, because the ads either implied that a plan or plans were available at <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/link\/4g\">4G<\/a> speeds without making the speed restrictions sufficiently clear, or implied that a plan or plans were available at 5G speeds when that was not the case, all four ads breached the Code.<\/p><\/blockquote>\n<p>As usual the ASA banned such promotions and told Vodafone to ensure that any future adverts relating to those plans &#8220;<em>clearly stated the speed restrictions which applied<\/em>&#8221; and that &#8220;<em>any references to 5G which would be understood by consumers as relating to the Unlimited Lite and Unlimited plans were immediately qualified to explain clearly that the plans would not deliver 5G speeds<\/em>.&#8221;<\/p>\n<p>We did wonder whether Vodafone&#8217;s approach might cross paths at some point with the ASA and so it has come to pass, such is the difficulty with the approach they took of capping speeds in such a way. Historically the ASA has always come down hard on mobile operators and ISPs that fail to make such limitations clear. The full ASA ruling goes into a lot more depth and is worth a read.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Complaints made by Virgin Media and Three UK have today resulted in the Advertising Standards Authority (ASA) banning several adverts for Vodafone&#8217;s new &#8220;unlimited data&#8221; mobile plans, which primarily occurred because of a failure to clearly express the related mobile broadband speed restrictions (especially on 5G).<\/p>\n","protected":false},"author":1,"featured_media":20999,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[61,406,99,60,96],"class_list":["post-20998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-4g","tag-5g","tag-asa","tag-mobile-broadband","tag-vodafone"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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