Vodafone has scored a win and a defeat against the Advertising Standards Authority (ASA).
The network was ordered to withdraw a radio advertisement, ran in June, after a listener complained terms and conditions were read too fast – 30 words in eight seconds.
Vodafone said it was disappointed with the verdict. A spokeswoman said: “As with all
Vodafone UK adverts, it follows standard practice in the industry for legal voice overs and was approved by the Radio Advertising Clearing Centre, the radio regulatory body, as it conformed to their stipulation that adverts must be audible and legible.”
However, the ASA decided last week it would not take any action on 21 complaints against Vodafone alleging its advertising of “unlimited” mobile internet was misleading. The ads stated in small print the unlimited use came with a fair usage policy of 500MB, which complainants classed as a “significant limitation” to the service.
Vodafone responded by claiming similar unlimited deals were available across the industry, also capped with fair usage policies. It said very few customers exceeded the 500MB limit and the majority only used one tenth of this.
The ASA said: “We investigated Vodafone’s advertising but did not find it in breach. No further action is necessary.”
Meanwhile, Vodafone is claiming damages from rival Telefónica for its alleged abuse of its dominant position in the Spanish telecoms market.
Vodafone claimed Telefónica was awarding higher than market average commissions through the distribution channel, which would negatively impact on Vodafone’s acquisition of mobile network Airtel.
The network is claiming €670 million (£531.21m) in damages for the alleged misconduct, from 1995 to 1999.
A Vodafone spokesman said the network is awaiting a response from Telefónica. The case is then expected to be heard in Madrid’s civil court.
The spokesman said: “Telefónica’s anti competitive behaviour was shown through its break into the existing distribution market in Spain.”
Telefónica said: “It’s an ongoing case.”