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Bulletin: 17/4
Batch: 243
Reference: 28445
Product: Telecommunications
Advertiser: Lycamobile
Influencer:
Agency:
Medium: Internet
ASAI Code 7th Edition: 2.4(c), 3.10, 4.1, 4.4, 4.9, 4.10, 5.5, 5.15(a), 5.15(b), 5.15(c), 5.15(d), 5.15(e), 5.15(f), 5.15(g), 5.15(h), 5.15(i)
A banner advertisement on the Lycamobile home page stated:
“Supercharge your phone with our Ireland network
Ireland Plus 30GB Unlimited national mins & texts
€15 €7.50 /30 Days Find out more”A Lycamobile Ireland Tweet stated:
“50% off for new customers!
Enjoy #Unlimited national minutes & texts plus 30GB national data for just €15!”The accompanying image contained the following text:
Ireland Plus 30GB Unlimited national minutes & texts
€15 /30 Days
€7.50
When you buy a new SIM with plan online”Lycamobile Ireland Facebook post stated:
“Your data your way.
Order your new #Lycamobile SIM + Plan and get 50% off!
Enjoy #Unlimited national minutes & texts plus 30GB national data for just €15! Visit https://goo.gl/QIDSGz to buy today!”The accompanying image contained the following text:
Ireland Plus 30GB Unlimited national minutes & texts
€15 /30 Days
€7.50
When you buy a new SIM with plan online”The complainant viewed the offer and searched the advertisers’ website and the terms and conditions for the plan to see if there was an end date to the offer, however, he was unable to find any details as to when the offer ended. Only after a third party tweeted the advertisers did the he discover that the half price offer was for the first month only. He considered that the advertising for the offer was misleading as this information was not disclosed.
The advertisers failed to provide a response to the complaint.
Complaint Upheld
The Complaints Committee considered the detail of the complaint. The Complaints Committee expressed concern at the advertisers’ failure to respond to the complaint. They reminded them that there is an onus on advertisers to ensure that their advertising is in conformity with the Code.
In the absence of a response from Lycamobile, the Committee concluded that the advertisement was in breach of Code sections 3.10, 4.1, 5.5 and 5.15(i).
ACTION REQUIRED:
The advertisement must not reappear in its current form.