The ASA has recently adjudicated against both broadcast and non-broadcast advertisements for mobile phone subscription services. It considered some advertisements were misleading because they did not state clearly and prominently enough that consumers were registering for a subscription service. Other advertisements were considered a breach of the Code because pricing information was given only in small print at the foot of the advertisement.

The Compliance team has written to mobile phone subscription marketers asking them to ensure their future advertisements state clearly and prominently in the body copy, not in the smallprint, that the advertiser is offering a subscription service and the monthly subscription charge.

 We would be grateful to receive CAP members’ cooperation in ensuring marketers’ compliance with those requirements. Please consult the CAP Copy Advice team if you are unsure of the Code’s requirements.