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ASA Warns Orange - Misleading "Unlimited" Advert

Posted: 13th Jun, 2007 By: MarkJ
The UK Advertising Standards Authority (ASA) has upheld T-Mobile’s complaint against a magazine advert for Orange’s broadband and voice services. The promotion stated "unlimited" on both products, yet failed to make reference to the ISP's fair usage policy:

T-mobile challenged whether:

1. the claim "unlimited UK and international calls to 100 countries" was misleading, because it was subject to a fair usage policy of 1000 minutes per month, which was not stated in the ad and

2. "unlimited downloads" were subject to a fair usage policy.

----

We concluded that, because it did not include a reference to Oranges fair usage policies for both the Talk service and the unlimited downloads, the ad was misleading.

The ad breached CAP Code clauses 3.1 (Substantiation) and 7.1 (Truthfulness).

Unfortunately the ASA could do little more than slap Orange on the wrists, suggesting they include the appropriate reference to a fair usage policy in the future; scary.
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