ASA Still Won't Limit Use Of 'Unlimited'
It seems that ‘unlimited’ still doesn’t mean ‘not limited, unrestricted, unconfined; having no restrictions or controls; without qualification or exception,’ as dictionary.com would have us believe. Not if you’re the Advertising Standards Authority anyway.
Among their latest rundown of adjudications is their response to a complaint about an ad by Carphone Warehouse offshoot e2save that puffed its chest out and boasted of "unlimited data" with an Orange contract for the BlackBerry 9000 Bold.
However, if the potential customer were to scroll down the ad to the small print, unfurl their jeweller’s eyepiece and have a bit of a butchers, they’d realise that the data was restricted to 250MB per month in keeping with their fair use policy. Not unlimited then, by any definition of the word.
e2save claimed that 1MB of mobile data would “160 WAP pages, 100 short emails, four video clips or three music tracks”. Three music tracks? 1MB? Well that’s bollocks for a start. Chuck in the fact that the 9000 Bold has a full web browser and the stuff about WAP pages starts to look faintly redundant as well.
But, in their infinite wisdom, the ASA has let another company off the hook over the true meaning of ‘unlimited’ and the tiresome trend for using the word when referring to nothing of the sort will continue.