On May 17, IRE ASA issued guidance on use of limitless, unlimited.
IRE ASA published new guidance on use of claims such as limitless, unlimited or similar words that claim unlimited use or access to an advertised product or service.
The guidance was created after a review of advertising claims, taking account of submissions by various stakeholders, and taking account of developments in this area.
Document dated May 17, 2024, was received on Jun. 17 due to a new feed.
Guidance
Descriptors that communicate unlimited use or access to products/services can only be used where there are no thresholds or limits applied, applies to all products/services.
The guidance does not prohibit a company from offering a service which has a limit on usage/consumption, but where there is such a limit cannot describe as unlimited.
Telecoms providers and operators are permitted by legislation to use reasonable traffic-management measures which must be transparent, non-discriminatory, proportionate and not based on commercial considerations, guidance should be read in that context.
Advertisers should not mislead consumers by including or omitting information, evidence of significance of a given factor will be considered on a case-by-case basis.
ASA takes into account impression created by marketing communication, as well as any specific claims made, based on likely effect on consumers not advertiser intention.
The guidance also draws attention to relevant aspects of IRE ASA Code of Standards.
Effectiveness
Guidance is effective from Apr. 25, 2024, a 6-month lead in will be permitted to allow advertisers time to amend advertising if necessary, so must comply by Oct. 25, 2024.
