The Advertising Standards Authority (ASA) has ruled in favour of Three º£½ÇÊÓƵ, dismissing Vodafone's claim that the mobile operator's advertisements for its iPhone 16 Pro deal were misleading.
Vodafone had contended that the telecom competitor's assertion of providing 'The º£½ÇÊÓƵ's best value unlimited iPhone deal' could potentially mislead customers into believing it was based on more than just cost, including aspects such as network coverage, trade-in options and warranties, as reported by .
However, after scrutinising the ads, the ASA determined that Three had clearly outlined the basis of its claim and did not violate any advertising regulations.
ASA backs Three's pricing gains
The ruling analysed four ads promoting Three's iPhone 16 Pro offer across national newspapers, Meta, and its website.
Each advertisement stated that customers could receive a discount on the iPhone by trading in an old one, with smaller print clarifying that Three's price was the lowest combined deal.
Vodafone contested the ads on the grounds that 'best value' implied more than just the lowest price.
However, the ASA disagreed, stating that customers would interpret the claim in the context of the ads, which were clearly centred on price and included direct comparisons with rival networks.
The watchdog observed that a pricing breakdown always followed the phrase and that consumers would likely understand 'best value' to mean lowest cost, rather than quality.
Three's defence
Three defended its ads by referring to its comparison page, which detailed what the ads referenced.
The company contended that consumers would not interpret the claim as referring to network performance, trade-in options, or extra services, especially given the ads' strong focus on price.
The Advertising Standards Authority (ASA) concurred with the telecommunications giant, determining that the advertisements were "unlikely to mislead" due to their clear communication regarding the 'best value' assertion.
Misleading ads in the telecom sector
In the realm of telecoms advertising, misleading promotions have been under heightened scrutiny by regulatory bodies, particularly concerning claims of 'best value' and clarity in pricing.
The ASA has, over recent years, resolved several complaints against various broadband and mobile operators, including BT and Virgin Media, for overstated speed assertions and ambiguous pricing structures.
Previously in 2023, the ASA called out Three for an advertisement touting 'unlimited' mobile data without adequately disclosing potential speed limitations under certain conditions.
Broadband firms have also faced criticism for not transparently indicating price hikes and contractual details in their marketing materials.
Starting from January, Ofcom has mandated that any future inflation-related price increases must be explicitly stated within a customer's contract at the point of purchase.
Vodafone and Three º£½ÇÊÓƵ have been requested to provide their comments on the matter.
