Orange reprimanded by UK Advertising Standards Authority

Rating: 98.04% customer satisfaction is jut not good enough

By Annie Turner

The UK Advertising Standards Authority (ASA) has ruled that the mobile and broadband operator Orange misrepresented its broadband deal which included ‘unlimited calls and downloads’.

Turns out in fact, there are ‘fair usage’ limits; 1,000 minutes of calls and downloads were restricted by the available bandwidth.

Orange says that a production error resulted in the fair usage limit being omitted from the advert. It is to include the phrase and a definition of what it means by it in all adverts in future. Orange also pointed out that in March, only 1.96 per cent of customers exceeded the fair usage level and 1.09 per cent exceeded the download limit.

A 1000 minutes does sound a lot, but in fact it equates to just half an hour a day, and just don’t talk to those of use who live in a rural area about having restricted bandwidth. On the other hand, it seems that Orange got its offer right on the button for most of those who signed up to it and probably feels it’s a bit like being obliged to warn that coffee is hot.

This is the second time ASA has slapped a mobile wrist: at the end of May, Disney Mobile was the recipient over unsuitable and possibly misleading adverts for two mobile phone games on the back of a Disney Store brochure.

A customer complained that the ads did not make clear the full costs of the games, and were irresponsible because they appealed to children who could download the games without adult permission.
The UK advertising watchdog investigated the matter and has ruled for the complainant.

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