Vodafone has today accepted the penalty sought by the Commerce Commission following a Fair Trading Act investigation.

Vodafone Marketing Director, Greg Campbell, says the company takes the FTA charges and resulting fine very seriously.

"In 2006 and 2008, there was a huge amount happening in the world of technology - the mobile internet was emerging, mobile networks were speeding up and customers were really getting a handle on the benefits of being mobile. In our genuine attempts to communicate these benefits, we accept that we got some things wrong.

"We did not set out to mislead anyone and we apologise unreservedly. We accept that we didn’t communicate as clearly as we should have done with our customers and pleaded guilty to the FTA charges back in July.

"Unfortunately, we can’t turn back the clock on some things that happened four years ago, but since then we have been focused on ensuring our communication is clear and on giving our customers a great experience with Vodafone. We’re working hard to deliver this every time."

Vodafone entered guilty pleas to 21 charges of the Fair Trading Act in July.