Background

Misleading Advertising: Intercomms Ltd breaks UK advertising rules for misleading pricing practices on the officialsimunlock.com and unlockphonesim.com websites. The description of the phone “unlock” service on the websites is misleading due to the omission that further charges may apply for users to unlock a device. Where further information on pricing appears, it is in contradiction to the initial price claim and lacks prominence. In addition, prices are presented exclusive of VAT, which is added after a user has selected the service.

The CAP Compliance Team contacted Intercomms Ltd in February 2021 and May 2021 regarding complaints about misleading pricing practices on the officialsimunlock.com website. In the first instance the advertiser gave an assurance that the website would be amended to comply with the rules. In the second instance, the advertiser responded but did not provide a clear assurance.

Due to a further, materially similar complaint, received in October 2021 the CAP Compliance Team observed that the officialsimunlock.com and unlockphonesim.com websites still contained misleading price claims and contacted Intercomms Ltd again regarding both the officialsimunlock.com and unlockphonesim.com websites.

The CAP Compliance Team took the decision on 1 November 2021 to place their company details on this section of the ASA website. These details shall remain in place until such time as Intercomms Ltd has removed or appropriately amended the claims on the officialsimunlock.com and unlockphonesim.com websites to ensure compliance with the CAP Code.


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