6/11/2008 1:33:00 PM
Vodafone criticised for its 'any website, any time' adverts
Vodafone has fallen foul of the advertising watchdog for its mobile internet ad campaign.
The operator has had to scrap its ‘any website, any time. £7.50 a month’ ad for its mobile phone internet services after the Advertising Standards Authority (ASA) received a complaint about the campaign.
The complaint challenged whether the ad misleadingly implied Vodafone offered unlimited internet use for £7.50 per month.
Vodafone said that it did not think that ‘any website, any time’ implied unlimited usage, and that use of the word ‘any’ meant ‘some’, or ‘the smallest amount of’.
The ASA upheld the complaint. It said that consumers would infer from the headline that they could access the internet as often as they liked for £7.50 per month, and that the ‘120MB UK data allowance per month’ disclaimer at the bottom of the ad was not prominent enough.
Vodafone has been told not to use the ad again in its current form.