The Advertising Standards Authority (ASA) has censored a website ad by Lycamobile over its 'unlimited 4G data' claim.
The website for the mobile phone network outlined details of a 4G data plan and featured text which stated 'UNLIMITED 4G DATA With 500 UK minutes & unlimited UK texts Only £12 per month'.
According to the ASA, seven complainants, including Three UK, challenged whether the claim 'UNLIMITED 4G DATA' was misleading and could be substantiated.
Lycamobile did not respond to the ASA's enquiries for clarification on the claims made in the ad. The ASA said it was concerned by Lycramobile's lack of response. 'We reminded them of their responsibility to respond promptly to our enquiries and we told them to do so in future,' it said on its website.
As Lycramobile did not provide evidence to substantiate the claim 'UNLIMITED 4G DATA' in relation to their data plan, the ASA concluded that the claim was misleading.
The ad must not appear again in its current form.
'We told Lycamobile UK Ltd not to claim a data plan was unlimited unless they held evidence to support the claim,' said the ad watchdog.
Mobile has contacted Lycramobile for comment.