ASA Ruling: We noted there was a disclaimer stating "120MB UK data allowance per month" at the bottom of the ad, but considered that this was not prominent enough to avoid being overlooked and also that it contradicted the impression created by the headline claim.

We considered that the download allowance was a significant condition attached to the service and was likely to influence consumers' decisions about whether to purchase the product. Because that information was not stated in, or immediately next to, the headline claim, we concluded that the ad was likely to mislead about the nature of the service being offered.