Complaint: 14/600

Vodafone Red Television

Details

Complainants
P. Langman
advertisers
Vodafone
Year
2014
Media
Television
Product
Telecommunications
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document

COMPLAINT NUMBER
14/600
COMPLAINANT
P. Langman
ADVERTISER
Vodafone New Zealand Ltd
ADVERTISEMENT
Vodafone Red Television
DATE OF MEETING
14 November 2014
OUTCOME
No Grounds to Proceed



Complaint: The television advertisement (VOD2618 30 1) for Vodafone's Red+ data pack showed a boy walking through the countryside until he reaches "the end of the internet." The advertisement stated, in part:

"CONGRATULATIONS. YOU HAVE REACHED THE END OF THE INTERNET."

Complainant, P. Langman, said: "they advertise that if you buy there product you will get so much data you could reach the end of the internet.

That is really false I know that even if you had the fastest computer in the world you would never come to the end of the internet. I know people who think it is possible but they are not tech savvy at all. I believe such statements that they make are unreal and impossible.

I believe this is so misleading it goes beyond puffery."

The relevant provisions were Basic Principle 4 and Rule 2 of the Code of Ethics.

The Chairman noted the Complainant's view the advertisement was likely to mislead consumers as it is impossible to reach the end of the internet.

The Chairman disagreed. She said the advertisement was fantastical and employed clear comedic hyperbole to demonstrate the large amount of mobile data available on the new plan. She said the advertisement was unlikely to mislead consumers into thinking they could "reach the end of the internet" as, in her view, the majority of consumers would understand that was impossible and in the realm of the ridiculous.

As such, the Chairman said the advertisement was unlikely to mislead consumers not in breach of Rule 2 of the Code of Ethics and had been prepared with a due sense of social responsibility to consumers and society, not in breach of Basic Principle 4 of the Code of Ethics. Accordingly, the Chairman ruled that there were no grounds for the complaint to proceed.

Chairman's Ruling: Complaint No Grounds to Proceed