The Competition Authority decided that the above practices were misleading because, among others: (1) the price of a product is the most important element that consumers consider before buying a product; (2) the first impression of the advertisement is the most relevant. The information provided in these advertisements as a first impression were untrue. This was not even rectified in many cases by the additional information provided by Vodafone to the consumers; (3) the TV advertisements did not expose material information in respect of the product.
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