The Advertising Standards Authority has ruled that a TV advertisement and web page promoting a T-Mobile offer for “unlimited free texts forever” didn’t breach UK advertising regulations. Two people who complained about the pay as you go offer didn’t believe it really would be available indefinitely.
T-Mobile’s response said it had no plan to remove the offer from customers who joined during the offer period and continued to top up by at least £10 a month as specified in the advertisement.
In its assessment, the ASA noted that people were likely to interpret the T-Mobile claim as containing an element of advertising ‘puffery’ and were unlikely to infer that texts would be available literally forever. It concluded the claim was not misleading.