The ASA has adjudicated against non-broadcast advertisements for telecommunications and broadband packages. Advertisements that included the claims “get your UK Calls free” or “all calls to UK landlines” were considered misleading because certain calls (such as those to 0870 or 0845 numbers) were not included in the advertised packages.  Other advertisements were judged to breach the Code because they did not state in the body copy that consumers who were switching providers had to continue paying line rental to an existing telephone provider. Another advertisement, that offered “unlimited calls,” was considered misleading because the advertisers operated a fair usage policy that was not mentioned in the advertisement.

The Compliance Team has written to telecommunications and broadband advertisers asking them to ensure that if advertisements make claims such as “UK calls free” or “all calls to UK landlines”, they are linked to small print that states either which numbers are included or which are excluded from the offer.  Furthermore, the Compliance Team has asked that if, when they are switching providers, consumers must continue to pay line rental to an existing provider, that this condition is stated prominently in the body copy of the advertisement.  Finally the Compliance Team has asked advertisers, who operate fair usage policies and who claim “unlimited” calls or “unlimited” access to the Internet, to state in their advertisements that such a policy exists.

We would be grateful to receive CAP member’s co-operation in ensuring marketers compliance with these requirements.  Please consult the CAP Copy Advice Team if you are unsure of the Code’s requirements.