Watchdog slams Vodafone international call rate ads
By Hadassah Nymark, campaignlive.co.uk, Wednesday, 28 October 2009 12:01AM
LONDON - Several ads promoting Vodafone's changes to its international call rates have been banned by the Advertising Standards Authority after more than 20 people questioned their use of the word "abolished".
The online banner ads, SMS message, press, poster, radio and TV ads, by Bartle Bogle Hegarty, said: "Roaming charges abolished".
The complainants said this wording would lead consumers to mistakenly believe that the charges had been removed permanently.
Vodafone explained the ads promoted its decision to remove roaming charges in 35 European countries between 1 June and 31 August 2009.
It did not consider the word "abolished" to be misleading, as the dictionary definition 'formally put an end to' did not necessarily imply a final termination.
The ASA noted the ads used the term abolished to describe a three-month suspension of roaming charges.
However, it said none of the ads qualified that claim to clarify the intended meaning.
It felt consumers would be led to understand that the charges had been permanently removed.
The regulator concluded that the ads were misleading and told Vodafone to ensure that significant conditions of promotions were made clear in all future advertising and did not contradict the main claim.
This article was first published on campaignlive.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Media Business Director PFJ £70000.00 - £90000 per annum, London
- PERFORMANCE PLANNING DIRECTOR - MOBILE BRAND! Ultimate Asset £45000 - £60000 per annum + Benefits, London
- Mid Weight Graphic Designer - Consumer agency JEFFERSON £28-35k plus benefits, SE Surrey
- Category Insight Manager - 12 mths contract Tarsh Lazare Marketing Recruitment c.£50K-£56K + Benefits + Generous Bonus, Herts/North of London
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- Three's pony and cats with thumbs top the cute Easter ad chart
- McCann wins Qatar Financial Centre brief
- CEO Gail Gallie departs Fallon
- Samsung calls global advertising and media review
- Ex-M&S marketing chief Steven Sharp is consulting for WPP