The ASA supported Three UK's advertising claim of offering 'The UK's best value unlimited iPhone deal', rejecting Vodafone's argument that it misled consumers by suggesting it considered more than just price. The ASA found that the ads clearly communicated the price aspect through direct comparisons and noted that consumers would interpret 'best value' as referring primarily to cost. Three's emphasis on pricing in its marketing communications was deemed sufficient to clarify the intent of the claim, resulting in the ASA's ruling that the ads did not breach any regulations.
Vodafone had argued that the telecom rival's claim of offering 'The UK's best value unlimited iPhone deal' could mislead consumers into thinking it was based on more than just price.
The watchdog noted that a pricing breakdown always followed the phrase and that consumers would likely understand 'best value' to mean lowest cost, rather than quality.
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