Vodafone Television Advertisement
21 August 2009
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