Complaints about a TV ad for Doro mobile phones have been upheld by the UK's Advertising Standards Authority. The advertisement showed a demonstration of a Doro handset and described the benefits of Doro big-button phones, ending "Doro mobile phones, brilliantly simple. Only available from Orange, from your local store or online. Find out more at doro.co.uk/easy." The Orange logo was shown on-screen, along with the phrase 'Only on Orange'.
However, although the black handset shown in the ad was exclusive to Orange, other similar Doro phones were available from other retailers. The ASA considered that a number of phrases in the television ad, including "Doro mobile phones are stylish, practical and easy to use" and ""Doro mobile phones, brilliantly simple", suggested the ad was promoting the entire Doro mobile phone range. As a result, it thought most people would believe the exclusivity related to Doro mobile phones in general – and that the ad was therefore likely to mislead.
Swedish company Dora AB is focussed on developing telecom products for older users.