The ad featured the 118 118 men on Segways, holidng hands and turning in circles, while a voice-over said ‘Now you can ask us questions again and again…and again, for free’. On screen text stated ‘Texting costs a standard network charge. 1st responses cost 60p. All subsequent responses that day are free'.
Several viewers complained that the ad was ambiguous and the Advertising Standards Authority questioned whether the use of the word ‘free’ was misleading.
It concluded that the advertising did indeed breach its code on the use of the word ‘free’ and called for it to be withdrawn in its current form.
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