A “wild” surfer - old lady (picture left) was very
innovatively employed by Greek telecom provider OTE to advertise an internet
offer (video here) to its customers. Although she is a star, the Greek
Communication Review Board had certain objections regarding the ad.
The CRB held that the combination of the phrase “everyone
will surf” with the offer - price of “9,90 Euros” is likely to confuse
consumers and create the false impression that the 9,90 Euros offer is addressed
to all consumers, while in fact, this price is exclusively offered to consumers
who are already customers of OTE. This crucial information – condition for
eligibility is not delivered in a direct and clear way, said the CRB, while use
of the claim “everyone”, largely contributes to the above mentioned erroneous impression.
Moreover, the CRB held that the ad does not
communicate the offer’s expiry date, a vital piece of information which affects
consumer choice. In view of the above, the CRB asked OTE to modify the ad
accordingly.
The ad also had a radio version, which, according to
the CRB, failed to communicate key elements of the offer to consumers. In this
instance too, OTE was asked to modify the radio ad. The decision (in Greek) can
be found here.
As far as the price per se is concerned, the CRB
concluded that, as long as it is clearly communicated that the offer is
addre4ssed to OTE’s existing customers (that is people who are already paying
for certain of OTE’s telecom services), the communication of the price is
accurate and no confusion is possible. Thanks go to Paris Tzoumas for the useful tip.
0 comments: 
Subscribe in a reader