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T-Mobile advert given thumbs up by ASA
Wednesday 10 September 2008 10:09:47 by Andrew Ferguson

T-Mobile was running a promotion on its Web n Walk mobile broadband plan where you could get the service for £15 a month and the offer ended 31st March 2008. The advertising emphasised that the product had a 3GB fair use policy, but that no matter how much you surfed there would be no extra costs.

The advert had complaints raised about it by BT and a member of the public with the Advertising Standards Authority. The complaints centered over the usage limit, and that BT thought people had to pay to upgrade if they went over the limits.

The T-Mobile response was that the 3GB figure, was not a fixed limit, but part of a fair use policy with the service continuing to work but at a slower speed if you exceeded 3GB of download and upload traffic in the month. This reduced speed applied for 14 days, if someone continued to abuse the fair use policy they would have their speed permanently reduced. Once the speed is permanently reduced the only way to get the speed unlocked would be to regrade to a different tariff.

The ASA decided to not uphold any of the complaints. As far as we are aware T-Mobile is the only mobile broadband provider that operates this way, with other providers if you exceed their bundled usage allowance an excess usage fee which can range from £15 per GB to £100 per GB will apply. The adverts make the excess charges look smaller by quoting figures of 10p per MB, relying on many customers not being aware of how fast even just surfing the web can eat through 50 or 60 MegaBytes of data.


Posted by Rroff over 8 years ago
How ironic... BT complaining about misleading usage limits...
Posted by ash76 over 8 years ago
Phone companies seem to operate by using CONFUSION MARKETING. Its almost impossible to compare prices and offers because of all the confusing tariffs. For this particular service T-Mobile seem to be setting a standard of being clear and easy to understand. You also do not open yourself to very high charges which you are only aware of when the bill arrives. Glad to see the ASA agrees. Hopefully this might set a trend that others will follow!
Posted by keith_thfc over 8 years ago
Agree with Rroff - BT are one of the worst culprits when it comes to misleading customers with a fake unlimited broadband service and their fake phishing tool, Phorm.

Posted by rian over 8 years ago
Agree, slower speed is better than a big bill!
Posted by CARPETBURN over 8 years ago
LMFAO well said Rroff you beat me to it. As usual nothing more than BT crying like spoilt brats about someone denting their profits.

Thank god the ASA for once in their lifes had the sense not to listen to the fools
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