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Bartle Bogle Hegarty created advertisements to run across the media platforms. The online banner ads, SMS messages, print in all forms, radio and TV ads – all promoted the phrase “Roaming charges abolished.”

Following this, there have been complaints that have been registered since the statement is seen as misleading information. According to the complaints, the ads make users believe that the charges have been permanently removed from the tariff structure of Vodafone.

In defence, Vodafone is reported to have said that the ads promoted its move of removing roaming charged between June 1 and August 31, 2009 in 35 European countries. Vodafone did not think that the word “abolished” would be misleading. According to the telecom major, the dictionary also states the definition of the word as ‘formally put an end to’. This in no way aims towards a final termination, hence the use was justified.

However, the regulating body concluded that the ads indeed were misleading and Vodafone has been asked to ensure that during any future promotional campaigns, the conditions of the special offers are conveyed clearly to the subscribers.