CAP rings the changes for telecoms providers
07 September 2005
In the ever-changing and competitive market of telecommunications, advertisers tend to squeeze in as much information as possible to entice consumers. But, even with the best intentions, advertisers can leave out important information about their packages. If “all” doesn’t mean “all”, or line rental has to be paid to an existing provider, advertisers should be careful to avoid misleading consumers.
The ASA has previously adjudicated on the exclusion of certain types of calls from advertised telephone tariffs. The ASA found claims such “All calls to UK landlines” or “Get your UK Calls free” misleading, because certain calls (such as those to 0845 or 0870 numbers) were not included in the advertised packages. Advertisers should not claim that “all” calls are included in advertised tariffs unless they are. Claims such as “calls to UK landlines” should be qualified to state either the calls that are included, e.g. calls to areas codes starting 01 and 02, or the calls that are excluded e.g. calls to 0845 and 0870 numbers. Click the first two links to ASA adjudications in the top right hand corner of this page.
When changing from one provider to another, consumers usually have to continue to pay line rental to the existing provider. If that’s so, advertisers should state that in the body copy of advertisements. Click the second two links to ASA adjudications in the top right hand corner of this page.
Finally, advertisers of telephone and broadband packages that use statements such as “unlimited calls” or “unlimited broadband” but operate a fair use policy should explain in their advertisements that a fair use policy exists. If they operate a fair use policy, advertisers should say so in the advertisement. Click the last link to ASA adjudications in the top right hand corner of this page.
The Compliance team will write to as many advertisers as possible to communicate those decisions and to ensure a level playing field in non- broadcast advertisements. So, all you telecoms marketers, remember to make clear to consumers the conditions attached to your telephone or broadband packages.