Mobile retailer the Carphone Warehouse has been forced to retract an advert about their monthly 4G tariffs due to them being “misleading”.
The advert states they have the “UK’s lowest price, we check so you don’t have to”. The Advertising Standards Authority (ASA) have claimed the small print contradicts this statement and that it could not be substantiated.
The small print under the main text claimed; “UK's Lowest Price on pay monthly is based on new connections on selected networks on 4G tariffs… Excludes all online retailers without high street presence and other promotional offers ....'.
Readers would assume that they are the cheapest provider anywhere in the UK claim the ASA, which the small print clearly contradicts.
They also state that Carphone Warehouses’ claim to “check so you don’t have to” could not be substantiated.
This is not the first Carphone Warehouse advert to be pulled by the ASA. In 2013 they were forced to pull another misleading advert that claimed to give a free Samsung Galaxy S4 with a new contract.
Another advert was pulled in 2012 for publishing unsubstantiated claims about Bemilo mobile network being the UK’s safest.
“We are disappointed with the ASAs decision because we are the only independent high street retailer able to compare thousands of tariffs across the biggest networks and our own network iD. We update all of our price checkers daily to ensure we offer our customers the perfect deal that's right for them,” a spokesperson told This is Money.