Vodafone has been caught out for making unrealistic overclaims by the Promoting Requirements Authority – with assist from whichever eagle-eyed complainants (let’s take a guess at BT Broadband) reported it to the watchdog. In mounting its unsuccessful defence, Vodafone displayed a definite lack of respect for its prospects.
A TV and social media advert by Ogilvy – not too long ago changed by Leo Burnett on inventive duties – has been banned for claiming that Vodafone’s expertise and efficiency match that of BT, and for making the unsubstantiated declare that “hundreds of thousands of BT prospects throughout the UK are realising they will swap to Vodafone and get the identical broadband for much less.”
Vodafone stated that its marketing campaign was all about educating shoppers on how to save cash and pay much less for a similar service. The telco judged that individuals “fairly often didn’t perceive the technicalities of broadband companies and ended up paying much more for negligible efficiency variations between suppliers.”
An Ofcom 2023 report was used as back-up, however the ASA wasn’t shopping for it and gave shoppers extra credit score, saying that they might perceive the time period “the identical broadband expertise.”
The advert was banned for breaking an extended record of guidelines, typically greater than as soon as: breaching the BCAP Code, substantiation, comparability with identifiable opponents, worth comparisons, and deceptive shoppers.
Vodafone had two advertisements banned in 2023, two in 2022 and two in 2021. Can they handle to maintain it down to only the as soon as this 12 months, now that Leo Burnett is in cost? The company’s first marketing campaign featured an affable Roman Kemp in an ice cream van and restricted claims to non-committal concepts about “connecting” folks and being “the nation’s community,” however they might be required to enter extra controversial territory with a tougher promote earlier than too lengthy.
