Misleading EE broadband ad banned following complaint by O2

Misleading EE broadband ad banned following complaint by O2

EE has been ordered by the Advertising Standards Authority (ASA) to drop its ‘Britain’s most reliable broadband’ claim from an ad campaign following complaints from BT about the reliability of the information.

The campaign went on to claim that its broadband is better than rivals BT, Sky and TalkTalk because its service have less ‘jitter’ and ‘latency’. Latency is the amount of time it takes a packet to travel from source to destination. Together, latency and bandwidth define the speed and capacity of a network.

BT lodged a complaint with the ASA saying the campaign was misleading on a number of levels. It said that based on Ofcom data, EE did not score more highly on jitter and latency measures and the ad did not make it clear that its claim only related to fixed-line broadband, and not commonly used wireless routers.

The ASA found in the information EE had used to back up its claims it was ‘clearly stated that differences were not statistically significant when compared to BT’. It said most consumers ‘would understand the claim to relate to reliability of a broadband connection, including fixed-line and wireless router performance, and EE had not provided sufficient evidence to substantiate the claim, we concluded that it was misleading’.

The advertising watchdog therefore ruled that the ad must not appear in its current form again as the information was misleading and informed EE that they must ensure they hold sufficient evidence to substantiate their claims in future.

A spokesperson for EE told Mobile: 'The claims in our ad were based on a recent broadband report from Ofcom in which EE scored higher then other providers, including BT, on latency, packet loss and jitter, but not to a sifficient statistical degree.'

'We accept the ASA's ruling however and will amend the ad accordingly,' they added.


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