Complaint: 09/505

Vodafone Television Advertisement

Details

Complainants
G. McKay
advertisers
Vodafone
Year
2009
Media
Television
Product
Telecommunications
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document

DECISION


Chairman's Ruling

21 August 2009


Complaint 09/505



Complainant: G. McKay
Advertisement: Vodafone New Zealand Limited



Complaint: The Vodafone "Make the Most of Now" television advertisement contained the tagline "Because at Vodafone we're dedicated to help businesses do business". It also contained a range of claims regarding helping businesses to mobilise and get ahead.


Complainant, G. McKay, whose phone had been disconnected for no apparent reason, was of the view that the claim "we are helping businesses do business" was "not entirely correct".


The relevant provision was Rule 2 of the Code of Ethics.


The Chairman noted G. McKay's view about the claim in the advertisement, noting that it related to an unfortunate personal service issue experienced by the Complainant. She then took into account that the claim was of a general and aspirational nature.

In her view, the generalised claim contained in the advertisement referred to by the Complainant and other claims about helping businesses did not reach the threshold to be said to be misleading to consumers. As such, the Chairman said there was no apparent breach of the Advertising Codes.

The Chairman ruled that there were no grounds to proceed.


Chairman's Ruling: Complaint No Grounds to Proceed