Ringing the changes
20 December 2006
CAP originally published guidance in 1998 on acceptable ways to make price claims about telecommunications products. The principles, spirit and indeed many of the specific aspects of the guidance remain relevant today. Since that time, however, the type and number of telecommunications products offered to consumers has changed considerably. Also, the ASA has investigated and adjudicated on several subjects that the original Help Note did not explicitly cover. Many of those adjudications had implications not only for the marketer concerned but also for the sector as a whole. In response, CAP has amended the Help Note, grouping together key ASA decisions, to help marketers in the telecommunications industry avoid embarrassing upheld ASA complaints in the future and to ensure a level playing field across the sector.
The Help Note provides up-to-date clarification on many subjects, including compliant ways to:
- use the words “free” and “unlimited”
- advertise complex products without misleading
- compare your services with those of your competitors
Please click here to view a copy of the updated Help Note.
CAP will be running the next Advice:am Keep in touch: a guide to telecommunications on 24 January. Click here to find out more.
In addition to producing sector-specific guidance, CAP offers bespoke advice on all non-broadcast marketing communications. The service is fast and free; so why not consult the CAP Copy Advice team to help ensure the ASA does not find your ads in breach of the CAP Code? For more information on the Copy Advice Service, click here.