by Ricardo Henriques
The validity of an advertising campaign entitled "NOS Presents | A generation without limits", where a mobile 5G communications tariff was promoted as limitless ("unlimited mobile data, calls and SMS"), was assessed by the Portuguese Self-Regulation entity on Advertisement.
The dispute involved two telecommunications operators: NOS SGPS S.A. (henceforth "NOS"), the creator of the campaign, and MEO - Serviço de Telecomunicações e Multimédia, S.A. (hencefo"MEO"). MEO considered that the use of the expression "limitless" associated with the 5G technology could disrespect the principle of truth- fulness. Indeed, considering that the 5G technology is not yet available in the market, it could mislead the consumer to believe that NOS already offers the features of such technology.