News Articles

Wednesday, October 5, 2011

T-Mobile internet deal isn't truly unlimited, rules ASA

T-Mobile’s online, press and poster campaign that described its inclusive data deals as ‘truly unlimited internet’ have been blocked by the UK’s Advertising Standards Authority.

Each of the advertisements talked about ‘truly unlimited internet’ but contained terms & conditions that said the mobile phone couldn’t be used for ‘tethering’ as a modem, for peer-to-peer file sharing or for making VoIP telephone calls. Nine people contacted the ASA to say the ‘truly unlimited’ claim was misleading because of the restrictions.

Everything Everywhere, T-Mobile’s parent company, said its ‘truly unlimited internet’ deals differed from other mobile internet plans that had a fixed data allowance or a fair use policy. It said the exclusions were for unusual types of usage, with most of their customers using the internet on their phone for simple web browsing.

However, the ASA upheld the complaints. It said ‘Truly Unlimited Internet’ was a very strong claim and that exclusions would be contrary to a consumer’s expectations. As a result, it felt the information in the small print contradicted the headline claim - and this meant the headline was misleading.

[ASA adjudication]

Print
Author: The Fonecast
0 Comments
Rate this article:
No rating

Leave a comment

This form collects your name, email, IP address and content so that we can keep track of the comments placed on the website. For more info check our Privacy Policy and Terms Of Use where you will get more info on where, how and why we store your data.
Add comment

Follow thefonecast.com

Twitter @TheFonecast RSS podcast feed
Find us on Facebook Subscribe free via iTunes

Archive Calendar

«November 2024»
MonTueWedThuFriSatSun
28293031123
45678910
11121314151617
18192021222324
2526272829301
2345678

Archive

Terms Of Use | Privacy Statement