1/23/2013 10:01:44 AM
ASA bans 'misleading' Phones 4u ad
Phones 4u has had its 'Upgrades for You and You and You' advert banned after the campaign was dubbed misleading.
The Advertising Standards Authority made the ruling after a complaint from a customer who said the ads were misleading because consumers from the likes of Three and Tesco Mobile, who do not partner with Phones 4u, were unable to upgrade with the retailer. Phones 4u argued that it never claimed that everyone could upgrade with them and said that the fact that terms and conditions applied to the deal were mentioned in all advertising.
However, the ASA said the ads, which featured a range of comic characters who asked if they could upgrade, 'gave the impression that everyone could upgrade with Phones 4u'. It said it felt Phones 4u did not make clear that only customers on certain networks could upgrade and ruled the adverts must not appear again in their current form.
Caspar Nelson, head of brand communications at Phones 4u said: 'We launched the ‘Upgrades for 4u and u and u’ ad campaign to communicate to customers that it was possible to upgrade their handset at Phones 4u, as there was a common misconception it could only be done with their existing network provider. The ASA has requested we clearly state which mobile networks we are able to offer handset upgrades on, which we have done. We will therefore continue to run the campaign.'
Author: Graeme Neill