OKQ8's 'Sweden's largest charging network with nearly 1,000 points' ruled misleading

On the front page of okq8.se, a text box opened with the headline 'Ladda supersnabbt' and read: 'Vi har Sveriges största laddnätverk med nära 1000 laddpunkter från norr till söder. Alla med smidig blippbetalning' — that it has Sweden's largest charging network with nearly 1,000 charging points from north to south.

A complainant said the claim was misleading, noting that Tesla Supercharger had 1,374 charging points.

OKQ8 argued the network was largest by number of places, not points, that the missing legal line 'by number of places' was a temporary publishing error during a period of system changes, and that its wider campaign had reached about 11.5 million contacts through correctly worded communication.

The Reklamombudsmannen judged each ad unit on its own. The average consumer would read nearly 1,000 points as meaning OKQ8 had the largest network in Sweden, but the network was largest only by places. Retroactive correction does not make the breach excusable, and the claim was misleading, breaching Article 5 of the ICC Code.