News Articles

Wednesday, June 30, 2010

Orange mobile broadband ad banned by ASA

OrangeA press ad for Orange mobile broadband has been banned by the Advertising Standards Authority. The 'top dongle' ad said "The Orange 3G network covers more people in the UK than any other operator"; a statement that the Three network disagreed with. Hutchison 3G UK argued that they had the largest 3G network in the UK, based on population coverage.

Orange said their claim was based on population coverage as opposed to geographical coverage, insisting that Orange led on the former whilst Three had the largest geographical coverage. It said it had looked at the published 3G coverage figures from each network before coming to this conclusion.

The ASA's response said Orange's ad was ambiguous because it didn't make it clear whether the claim referred to Orange covering more people in the places where they lived than any other operator (population coverage), or more people in the UK wherever they might be using their 3G mobile device (geographical coverage). It also said there was no evidence that each network measured population coverage in the same way, so it wasn't valid to use other networks' figures as a comparison.

As a result, the advertisement must not be shown again. Orange has also been told not to compare its population coverage with that of competitors unless it can demonstrate that such claims were based on directly comparable measurement and reporting methods.

Print
Author: The Fonecast
0 Comments
Rate this article:
No rating

Categories: Networks and operators, NewsNumber of views: 5218

Tags: advertising uk orange broadband three

Leave a comment

This form collects your name, email, IP address and content so that we can keep track of the comments placed on the website. For more info check our Privacy Policy and Terms Of Use where you will get more info on where, how and why we store your data.
Add comment

Follow thefonecast.com

Twitter @TheFonecast RSS podcast feed
Find us on Facebook Subscribe free via iTunes

Archive Calendar

«December 2024»
MonTueWedThuFriSatSun
2526272829301
2345678
9101112131415
16171819202122
23242526272829
303112345

Archive

Terms Of Use | Privacy Statement