Aussie GPS makers forced to cease ‘lifetime’ claims

By on 24 January, 2019

Image via Wikimedia Commons.

TomTom, Garmin and Navman agree to stop using ‘lifetime’ claims in advertising after ACCC ruling.

The Australian Competition and Consumer Commission (ACCC) has found that statements used in advertising materials released by the three Australian manufacturers of GPS systems to be potentially false, misleading or deceptive.

Examples of the statements included:

  • TomTom: ‘Lifetime TomTom Traffic’,
  • Navman: ‘Lifetime FREE Maps – Never worry about maps again. Updated quarterly, you will always stay up to date with our Lifetime FREE Maps including updates to safety alerts at no additional cost’, and
  • Garmin: ‘Free Lifetime Maps & Traffic’.

Each manufacturer retained the right to terminate services before the lifetime of the device under certain circumstances.

“We believe the statements about ‘lifetime’ services made by these GPS manufacturers were inconsistent with what consumers would understand ‘lifetime’ to mean,” ACCC Commissioner Sarah Court said.

“Consumers would have rightly expected to receive those services for the lifetime of the device, without the manufacturer being able to unilaterally terminate the commitment,” Ms Court said.

All three manufacturers have agreed to amend their statements in future marketing and advertising materials.

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