Vodafone UK has been censured over how its website promoted its tariffs after the website did not make it clear that inclusive minutes are billed in per-minute rates as opposed to per-second as chargeable calls would usually be.
Two complainants to the Advertising Standards Authority challenged whether the website was misleading, because it did not make clear that every call would use up a minimum of one minute credit, even if the call lasted for a shorter duration.
Vodafone said that the information was contained within a pop-up box on the page which it felt was easier to access than if the information was at the bottom of the webpage as a footnote.
However, they said they intended to amend the ‘Plan Details’ link to include details of minute unitisation at the top of that page.
However, as call data provided by Vodafone showed that a significant percentage of calls lasted less than one minute in duration — the ASA felt that information that such calls would reduce their inclusive allowance by a whole minute was an important fact.
Vodafone was ordered to make that fact clearer on its website in future.