Vodafone in hot water with the ACMA

The ACMA said it is the first time a formal warning has been issued for an advertising breach

The Australian Communications and Media Authority (ACMA) has issued a formal warning to Vodafone for breaching the Telecommunications Consumer Protection (TCP) code.

The warning relates to Vodafone failing to prominently display standard charges for a mobile phone in a Herald Sun advertisement which ran 18 April this year.

Report: More than 10,000 sign up for Vodafone class action, says litigation fund

While Vodafone displayed the charges on its advertising, the ACMA found it was not displayed prominently, as is required under the TCP code.

“The ACMA expects industry to prominently display key information when advertising their telecommunications offers to assist consumers in their purchasing decisions,” Chris Chapman, the ACMA’s chairman, said in a statement.

“While the ACMA is pleased that Vodafone acted to rectify subsequent advertisements, mistakes like this really shouldn’t happen.”

A spokesperson from Vodafone attributed the mistake to a “last-minute” error.

“Regrettably, this was a human error due to a last-minute change in creative that slipped through the internal systems we have in place. We picked up the error almost immediately so the print advertisement only ran for one day,” the spokesperson said.

“We’re taking this warning seriously, as we do all of our obligations under the TCP Code.”

The ACMA said it is the first time a formal warning has been issued for an advertising breach. It is the seventh warning the ACMA has issued since the TCP code came in effect in September 2012.

Southern Cross Telco also found itself in trouble recently for contravening the TCP code, with the ACMA issuing a warning to the telco for emailing invoices to more than 1000 consumers who weren’t the account holder.

Follow Stephanie McDonald on Twitter: @stephmcdonald0

Follow Computerworld Australia on Twitter: @ComputerworldAU

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in