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Sunday, May 15, 2022

UK advertising watchdog says Tesco Mobile ads were offensive

The Advertising Standards Authority has investigated Tesco Mobile's recent ad campaign, ruling that a number of its advertisements were likely to cause "serious and widespread offence".

A series of newspaper ads, digital outdoor posters and a Twitter post were investigated after 52 complaints, with all but one ad having the complaints upheld.

Tesco Mobile was advertising its service in comparison to other networks, using the words "shiitake", "pistachio", and "fettucine" as a pun alternative to an expletive.

In its ruling, the ASA said it considered the words alluded to in the phrases "What a load of shiitake" and "They’re taking the pistachio" would be understood by many people - and were words "so likely to offend that they should not generally be used or alluded to in advertising, regardless of whether they were used in a tongue-in-cheek manner".

In addition to ruling that five of the ads breached the 'Harm and Offence' rule of the Committee of Advertising Practice, the ASA also noted that the outdoor and online ads were likely to be seen by children and therefore inappropriate for display.

As a result, the ads must not appear again in the versions that caused complaints to be upheld.
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Categories: Retailing, Networks and operators, NewsNumber of views: 3324

Tags: uk legal marketing tesco asa

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Opinion Articles

Whatever happened to all my tech?

Whatever happened to all my tech?

Mark Bridge revisits his mobile technology reviews

Mark Bridge writes:

I've been taking a look back at the devices I've written about during the past few years. Some are still faithful companions, others... well, let's just say my faith was misplaced.
Author: The Fonecast
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Predictions for 2016: Network Function Virtualisation, 4G throttling and video calling

Mark Windle, head of marketing at OpenCloud, predicts that this year’s reduction in the number of traditional telecoms operators in some countries will provide an opportunity for other operators to innovate and capture market share in 2016.

He says next year will be a year of rapid change for telecoms… whether it’s MVNO disruption, competitive tariff pricing or simply defence from the ‘dark art’ of hacking.

Author: The Fonecast
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Kapture review: the audio-recording wristband

Kapture review: the audio-recording wristband

A 'recording watch' that links to your smartphone

Mark Bridge writes:

The most memorable moments in life often go unrecorded. You don't have your camera in your hands. Your finger is still hovering over the 'pause' button on your audio recorder. Or you were simply too busy experiencing whatever was happening. It's all about the one that got away.

That's where Kapture can help.

Author: The Fonecast
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Article rating: 4.0
Making mobile websites work better

Making mobile websites work better

Device detection and responsive design explained

Mark Bridge writes:

James Rosewell shows me a colourful roll of paper that's the width of an iPhone but well over three metres long. When I look closer, I can see it's a printed copy of the Wall Street Journal's mobile website. That's a lot of scrolling to do... and a pretty unfriendly user experience for anyone reading the news online. Why does it work so badly?

Author: The Fonecast
1 Comments
Article rating: 4.0

Podcast transcript: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

Here’s an edited transcript of our new monthly podcast, broadcast on 30th January 2015.

[Iain Graham]: Hello, it's Friday 30th January 2015. Welcome to this month's edition of The Fonecast. That’s right, you heard correctly: we’ve temporarily moved to a monthly format. If you’d like to join 51Degrees in sponsoring the podcast and returning us to weekly programmes, please get in touch via our website. Now, on with the show.

Author: The Fonecast
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Article rating: 5.0
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Recent Podcasts

A week of mobile industry news, including the latest security and privacy concerns

Podcast - 16th April 2014

We begin this week's podcast with a discussion about the Heartbleed bug, the effect it's having on the mobile industry and the wider issues for all internet users.

We're also talking about the future of BlackBerry, UK 4G coverage, new CEOs, Bluetooth connectivity, privacy concerns and the next generation of mobile processors.

Author: The Fonecast
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A new mobile move from Microsoft, a roaming revolution in Europe... and much more

Podcast - 9th April 2014

This week's podcast starts with news from Microsoft about an update to its Windows Phone platform and a cost-free OS offer to hardware manufacturers.

There's also a new flagship smartphone from Nokia, a roaming announcement from the European Parliament, a UK virtual mobile network from The Co-operative Group, a change at the top for Mozilla, retail expansion for Vodafone and an awkward end to BlackBerry's relationship with T-Mobile in the USA.

Author: The Fonecast
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Acquisitions, banking, complaints... and the rest of the week's mobile industry news

Podcast - 2nd April 2014

Acquisition announcements from Facebook and Intel are the first stories in this week's look at the latest UK mobile industry headlines.

They're followed by news about mobile payments, mobile banking, a phone with an invisible solar panel, customer complaints, low-cost 4G smartphones, productivity apps and an intriguing case of WhatsApp-itis.

Author: The Fonecast
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Smartphones, smart watches and SMS spam: all the week's mobile industry news headlines

Podcast - 26th March 2014

Iain Graham, James Rosewell and Mark Bridge are reunited for their regular weekly look at the latest UK mobile industry headlines.

Today they're talking about smart watches, an Apple iPhone announcement, the new HTC One M8, the closure of Ovivo Mobile, text spam, peer-to-peer messaging, government hacking and mergers.

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Designing mobile phones for seniors: we talk to Doro and Emporia Telecom

Podcast - 21st March 2014

Producing mobile phones for older customers requires much more than big buttons and a simple interface. At Mobile World Congress last month we spoke to two major players in this growing sector: Swedish company Doro and Austria's Emporia Telecom.

Our first conversation was with Harald Obereder, Chief Technology Officer at Emporia, who spoke to Mark Bridge about handset design and user interface design. This was followed by an interview with Chris Millington, Managing Director for Doro UK and Ireland, about research and development in the 'senior tech' market.

Author: The Fonecast
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