Three misleadingly advertised “free” 0800 numbers says watchdog
Mobile phone network provider Three has landed in hot water with the Advertising Standards Authority (ASA) after 11 people complained about an ad that contained misleading information about so-called free 0800 numbers.
Viewers questioned whether the claim, "At Three we've made 0800 numbers free", which they understood applied to new customers or new contracts only, was misleading, because they believed it was not adequately qualified within the TV advert.
One of the complaints received was from a Three customer who said the claim was misleading because they understood the cost of the service had been increased to cover the 0800 calls.
Three said the ad was intended to be viewed in its entirety rather than as isolated elements. It added that consumers would “expect the opening statement” ‘we’ve made 0800 numbers free’ to be accompanied with further supporting information which Three said was provided at the end of the ad.
With regards to the complaint about price increase, the network provider said it had not raised prices to include the cost of 0800 calls.
The ASA stated that because the ad contained “ambiguous and contradictory messages” which did not make clear the extent of the commitment consumers must make to take advantage of the free offer, it concluded the ad breached its code.
On the second point, the ASA said in its ruling: “We understood that one complainant was informed that on their existing plan a monthly charge of £5 was necessary to take advantage of free 0800 calls. We considered that consumers would have understood that no additional charges would be incurred due to the impression given by the ad that Three were offering free 0800 calls.”
The ad must not appear again in its current form.