Page last updated at 08:27 GMT, Wednesday, 10 September 2008 09:27 UK

Ad banned for being 'too quick'

A Vodafone radio advertisement has been banned after a ruling which said its legal terms were read out too quickly.

The advert's "small print" was too difficult for listeners to understand, the Advertising Standards Authority (ASA) said in its adjudication.

The action was taken in response to one complaint, which said the information came too fast and was hard to hear.

Vodafone responded by saying the female actor's voice had not been speeded up and was no faster than similar ads.

They added that certain terms and conditions needed to be broadcast in the advert, and it was acceptable to summarise them at the end.


The company also contended that the radio advertising standard codes made no mention at which speed the legal terminology should be delivered.

They also said they did not believe their advertisement to be deceptive and in contravention of advertising legislation.

The ASA concluded the ad was not to be broadcast again in its current form because it could be misleading to listeners.

The advert, widely heard by radio listeners across the UK, started with a male actor speaking in the style of a weather forecast, advertising one of the company's mobile telephone offers.

The legal terms and conditions also contained information about a website listeners could visit.

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