The Australian Communications and Media Authority has issued a formal warming to Vodafone for breaching the Telecommunications Consumer Protections Code (TCP Code).

According to ACMA, Vodafone failed to prominently display its standard charges for a mobile phone offer which was advertised in Melbourne’s Herald Sun on April 18, 2013.

Providers who have text based advertisements which offer ‘included value’, such as Vodafone’s offer of $200 worth of calls and text on a $30 per month mobile phone plan, must prominently state their standard charges for the cost of a two minute national mobile call, cost of sending an SMS and the cost of using 1MB of data.

Standard charges are designed to assist consumers make informed choices when comparing the relative value of different telecommunications plans and offers.

"The ACMA expects industry to prominently display key information when advertising their telecommunications offers to assist consumers in their purchasing decisions," said ACMA chairman, Chris Chapman.

“Industry’s compliance with the TCP Code advertising rules has generally been good. It is important that this is maintained. While the ACMA is pleased that Vodafone acted to rectify subsequent advertisements, mistakes like this really shouldn’t happen.”

The AMCA continues to scan advertisements in print and online for TCP Code compliance and will take action where warranted.

This is the first formal warning in an advertising matter and the seventh industry warning issued since the TCP code registration in September, 2012.