The Advertising Standards Authority (ASA) of UK has reproved Vodafone for using a poster advertisement which implied consumers into thinking that its flat-rate mobile data offering was unlimited.

A poster advertising Vodafone''s internet service via mobile phones said: 'Any website, any time. £7.50 a month.' While a small print on the poster did state that the deal was limited to 120MB UK data allowance per month, and that other terms and conditions applied.

But one person challenged saying that the advertisement misleadingly implied that Vodafone offered unlimited use for £7.50 a month.

In defense, Vodafone said that it had given very measured thought to the wording in the advertisement and that the word 'any' meant ‘some’, or even the smallest amount of. The company also argued that it did not believe that the headline referred to, or implied, duration of use, and that the small-print in the advertisement made the data allowance clear.

But the ASA backed the complaint stating that, despite the disclaimer at the bottom of the poster, consumers would derive from the headline that they could access the internet as often as they liked at the cost of £7.50 a month.

The Authority repealed the advertisement and warned against displaying it again in its current form.