Vodafone advertising banned by UK advertising watchdog for ‘deceptive’ consumers


The ad, seen on April 30, 2021, advertised a 12GB data plan for £ 10 per month. Next to the heading “12 GB”, the wording “8 GB” was crossed out with text indicating that the agreement included “additional data”. The other wording was: ‘Hurry up! Offers end May 27’.

After opening an investigation following a complaint filed by rival mobile network Giffgaff, the Advertising Standards Authority ruled that the ad was “misleading”. The regulator said the announcement did not make it clear that the 12GB for £ 10 offer was in fact an introductory offer for a limited period only.

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What the decision says

The Advertising Standards Authority has stated that in its opinion users would take the crossed out “8 GB” to mean 8 GB was the established usual data allowance that customers would receive for £ 10 per month and that the wording of 12 Go was a benefit at no additional cost. on a permanent basis. He said there was also no indication that the offer was just an introduction and that the amount of data would drop from 12GB to 8GB after a while.

The Advertising Standards Authority said: “We considered that consumers were therefore unlikely to notice.”

The watchdog has decided that the ad should not appear the same again and that Vodafone and Voxi should ensure that introductory offers are clearly marked.

The regulator added that Vodafone violated CAP Code rules 3.1 on misleading advertising and 3.17 on pricing. You can read the full ASA decision online.

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