ACMA warns Vodafone over advertising | ACMA

ACMA warns Vodafone over advertising

Media release 34/2013 - 30 May

Vodafone Pty Ltd failed to prominently display its standard charges for a mobile phone offer giving rise to an Australian Communications and Media Authority formal warning for breaching the Telecommunications Consumer Protections Code (TCP Code).

The ACMA found that although Vodafone had displayed the mobile phone standard charges required by the TCP Code, it had failed to display them prominently as required under clause 4.2.6 of the TCP Code.

The advertisement appeared in Melbourne’s Herald Sun on 18 April 2013.

Providers who have text based advertisements which offer ‘included value’ (such as Vodafone’s offer of $200 worth of calls and text on a $30 per month mobile phone plan) must prominently state their standard charges for the cost of a two minute national mobile call, cost of sending an SMS and the cost of using 1MB of data.

Standard charges are designed to assist consumers make informed choices when comparing the relative value of different telecommunications plans and offers.

‘The ACMA expects industry to prominently display key information when advertising their telecommunications offers to assist consumers in their purchasing decisions,’ said ACMA Chairman, Chris Chapman.

‘Industry’s compliance with the TCP Code advertising rules has generally been good. It is important that this is maintained,’ he added.

‘While the ACMA is pleased that Vodafone acted to rectify subsequent advertisements, mistakes like this really shouldn’t happen,’ Mr Chapman said.

The AMCA continues to scan advertisements in print and online for TCP Code compliance and will take action where warranted.

This is the first formal warning in an advertising matter and the seventh industry warning issued since the TCP code registration in September, 2012.

For more information or to arrange an interview, please contact: Emma Rossi, Media Manager, (02) 9334 7719 and 0434 652 063 or

Last updated: 11 August 2016