ASA bans T-Mobile ads

The Advertising Standards Authority (ASA) has upheld a complaint lodged by mobile operator 3 about a T-Mobile ad campaign, in which the company claimed to guarantee the best value deal in the UK.

Press and brochure adverts which form part of T-Mobile’s campaign have been banned but a related television advert was cleared.

The ads, which were brought to the ASA’s attention by 3 in July, alleged that T-Mobile could guarantee the best value monthly deal for free minutes of phone usage for customers.

A caption on the press and brochure promotional material, which featured people trying in vain to obtain more minutes from other mobile companies, read: “You won’t find more minutes for £30. Guaranteed”.

After examining the ads, the ASA said T-Mobile inappropriately used the word “guaranteed” which amounted to an “absolute claim”.

Mobile operator 3 said that its value Mix & Match 1100 pack offered more minutes, which led to the ASA ruling that the press and brochure ads must be removed.