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1pMobile told to stop claiming it's the UK's cheapest provider

Wednesday, June 28th 2017 by Phil Wilkinson-Jones

A mobile provider has been told to stop saying it has the UK’s cheapest pre-pay tariff.

1pMobile made the claim on its website earlier this year and in a Facebook post said it “isn’t just the UK’s cheapest pre-pay mobile service – it’s the most flexible too”.

Following a complaint, the Advertising Standards Authority (ASA) decided the claims were misleading and could not be substantiated.

Telecommunications Management Ltd, which owns 1pMobile, said it believes its tariffs to be the lowest in the pay as you go and pre-pay market.

It charges 1p per minute to UK landlines and mobiles, 1p per text to UK mobiles and 1p per MB of data.

The company said its nearest competitor charges 3p per minute for calls, 2p per text and 1p per MB of data.

1pMobile said its flexibility claims were based on a £5 top-up that could be used purely for calls, texts or data. It said its rivals specified caps on each feature limiting it to less than 500 units.

The ASA said it couldn’t verify the price comparisons made by 1pMobile as its website featured prices taken two or three months apart.

The watchdog also said consumers could buy a £10 top-up from other providers who offer unlimited texts, which could work out cheaper than 1p each on a pro-rate basis.

“Because 1pMobile had not provided adequate evidence to support their claims to be the cheapest mobile service and that other providers were cheaper on a pro-rata basis, we concluded the ad was misleading and had not been substantiated,” said the ASA in its ruling.

“The ad must not appear again in its current form. We told 1pMobile not to claim that they were the UK’s cheapest pre-pay mobile service or had the cheapest tariff, in the absence of adequate substantiation.”

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