The ASA has upheld complaints against Vodafone for a magazine ad for a telephone package which included ‘free Sky mobile TV’ and ‘free texts for life’. The ASA ruled that the body text of the ad did not make it clear that: the Sky mobile TV was only available for one month; that the price shown for the service was the discounted price; and how the promotional price plans could be purchased. On the issue of free texts, the ASA ruled that Vodafone had demonstrated that in some of the advertised price plans the claim of ‘free texts’ could be made but in one it had not be substantiated and it was clearly an inclusive part of the package. In relation to the claim ‘free texts for life’ , these texts would invariably become an inclusive part of the package after a period, rather than free.
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