ASA explain what 'free' means - now let's talk about the definition of 'unlimited' please
The Advertising Standards Authority have been amending their dictionary again, clarifying just what the word ‘free’ means, in case none of us were sure. Poor old John Lewis have fallen foul of the their revised definition, following a complaint by Dixons.
The judgement comes on the back of a John Lewis advert that touted a ‘free’ two year warranty with Apple computers, but the ASA took issue with this, blaring...
“Marketers must not describe an element of a package as “free” if that element was included in the package price unless consumers were likely to regard it as an additional benefit because it had recently been added to the package without increasing its price.”
So that’s John Lewis dealt with. Now then, who can think of a word that describes the ASA getting its teeth into a pernickety piece of word-play like the John Lewis ‘free’ claim while STILL maintaining that it’s fine for mobile internet providers to use the word ‘unlimited’ to describe data packages that are heavily capped?