1p Mobile told to pull 'UK's cheapest' claim

1p Mobile told to pull ‘UK’s cheapest’ claim

The owners of pay-as-you-go and SIM Only sellers 1p Mobile have been reprimanded for misleading ads claiming they were the UK’s cheapest.

The Advertising Standards Authority ruled that two adverts on 1p Mobile’s website and Facebook page broke the rules around fair advertising.

SimOnlyDeals.co.uk has lists of every mobile provider in the UK and which network they use.

1p Mobile piggybacks on EE’s signal, just like other small providers like Vectone Mobile and Delight Mobile.

1p Mobile claimed that their offer of 1p per minute to UK landlines and mobiles, 1p per text to UK mobiles and 1p per MB of data was the lowest in the pay-as-you-go and pre-pay market.

They also provide their own independent price comparison tables for UK pay-as-you-go tariffs.

But the ASA found that because prices change all the time, their website had comparisons on it that meant their claim to be the cheapest couldn’t be confirmed.

Because 1pMobile had not provided adequate evidence to support their claims to be the cheapest mobile service and that other providers were cheaper on a pro-rata basis, we concluded the ad was misleading and had not been substantiated.

The ad must not appear again in its current form.

We told 1pMobile not to claim that they were the UK’s cheapest pre-pay mobile service or had the cheapest tariff.

- Advertising Standards Authority

Telecommunications Management Ltd, who own 1p Mobile, said its closest rival charges 3p per minute for calls, 2p for texts and 1p per MB of data.

1p Mobile said that their claim was based on a £5 top-up which could be used for all calls, texts and data, compared with competitors who specified a cap on each of those features.

But it’s possible for consumers to buy £10 top-up deals from elsewhere that would work out cheaper than 1pMobile, Ofcom said.

1pMobile’s home page still features a prominent claim that they are the UK’s cheapest pay-as-you-go seller.

As of July 2017 the company has an 8.8 rating on reviews site Trustpilot.

By:

Tom is a tech journalist and Editor at SimOnlyDeals.co.uk.
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