The ACCC has warned telecommunications companies about ensuring their advertising is clear and transparent, or face court action from the regulator.
ACCC chair Rod Sims said this action could include much higher penalties, and the competition watchdog may bring proceedings against executives who knowingly approve misleading advertisements.
“Telecommunications companies should be wary of using absolute claims like ‘unlimited’ where that does not give a true picture to consumers of what is being offered,” he said.
“We have taken a range of actions against telecommunication companies for misleading consumers. It is about time they showed more respect for their customers and the Australian Consumer Law.
“With much higher penalties now available for breaches of consumer law, I hope they will take their obligations more seriously. From now, on consumer law penalties will seriously affect their bottom line, and we will not hesitate to seek the highest possible penalties.”
Earlier this year, the ACCC began investigating Optus, Vodafone and Telstra’s use of the term ‘unlimited’ to promote mobile data plans, concurrent with private litigation brought by Optus against Telstra in the Federal Court.
Between March and June 2018, Optus, Vodafone and Telstra advertised mobile data plans with a headline claim of ‘unlimited’ mobile data, but the services had speed caps imposed on particular uses or after a certain data threshold was reached (among other limitations).
Optus’ ‘unlimited’ plan imposed a 1.5Mbps speed restriction on tethering, streaming and downloads. Heavy data users could also be deprioritised during congestion.
Vodafone’s ‘unlimited’ plan provided an initial data allowance at usual speeds, after which all usage was speed capped at 1.5Mbps.
Telstra’s ‘unlimited’ plans provided 40GB at usual speeds, after which all usage was slowed to 1.5Mbps and slowed further during busy periods.
The ACCC viewed these headline claims were, in most cases, qualified with disclaimers that were not sufficiently prominent or clear to explain to consumers the existence and impacts of the limitations.
The court considered Telstra advertisements with the tagline “One word for Australia’s best mobile network. Unlimited”, and found they were misleading or deceptive in contravention of the Australian Consumer Law.
The court found they falsely conveyed to consumers that Telstra provided plans offering unlimited usage of its mobile network when in fact its services, including mobile data services, were always subject to use limitations and exclusions.
Following the Federal Court’s findings and the ACCC’s interactions, all three retailers ceased using the headline claim of ‘unlimited’ to advertise their mobile data services.