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Misleading ad lands Orange in trouble 
Orange has been given a stern telling off by the Advertising Standards Authority (ASA) for claiming in a magazine advertisement that its Mobile + Broadband service is ‘unlimited’, whilst failing to mention its fair use policy.
Currently, ISPs are allowed to tout their unlimited services in ad campaigns so long as mention is given to a fair usage policy in the small print.
The advert was promoting a bundled mobile phone and broadband deal which featured Orange’s Unlimited Broadband package, which provides download speeds of up to 8mbps, with no specified monthly usage cap.
The near-10,000 strong petition to Downing Street to prevent the word ‘unlimited’ from being used in adverts that we reported on in March closed recently; the Government is expected to make an announcement soon following this and a number of reports in the press expressing customer frustration at Virgin‘s recent tactic of bottlenecking bandwidth traffic at peak times, whilst still claiming that their services are unlimited.
Until a decision is made, Orange and others will continue to promote their top-tier broadband service as being unlimited. A ban on listing premium services as unlimited would see the end of fair usage policies, and a subsequent rebranding of broadband services, which would allow customers to see exactly what they’re getting for their money.
1 Comment »Posted by Tom on June 14th 2007 in Broadband, Orange Broadband
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One Response to “Misleading ad lands Orange in trouble”
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Dave said on 28 Jun 2007 at 2:12 pm #
As they say it’s always worth reading the small print!
There are a few providers who are now offering actual unlimited broadband usage, but usually between the hours of 12am to 7am.