Why was the advert banned?
Three said that the claim “use your phone abroad at no extra cost” had been used since 2014 and throughout that period there had always been additional detail and caveats associated with it, as it was intended only for holiday use.
It also said that its fair use limit of 12GB was far in excess of their average customer data usage on holiday (approximately 0.75GB per month in a Go Roam destination) and also over six times the average monthly data used per customer in the UK, calculated by Ofcom at 1.9GB a month.
Three also provided data which it said demonstrated very few customers would exceed the fair use limit, and explained that it did include full information on the terms and conditions further down the advert.
The ASA however said that consumers would understand the claim “Go Roam the world in 71 destinations at no extra cost” to mean that they were able to use their allowance with no extra charges in 71 countries across the world and that this wasn’t the case.
It therefore decided the advert was likely to mislead.