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The rival network provider O2 believed the ad was misleading as it did not make clear that the offer was subject to a £5 monthly charge.

Vodafone argued the £5 charge only applied to customers on monthly contracts and said the ad had only intended to target pay-as-you-go and International Super SIM customers.

The ASA noted Vodafone’s claim that small print in the ad clarified which customers were eligible for the cheaper international rates.

However, the text was not linked to the headline claim; therefore, the ASA concluded the poster was likely to mislead.

The watchdog ruled the ad must not appear again in its current form and Vodafone was told to ensure future advertising stated significant conditions with adequate prominence.