Vodafone told to think again by Advertising Standard Agency

Vodafone has been taken to task by the Advertising Standards Agency because Vodafone claimed that if offered, "The fastest, most reliable mobile broadband in the galaxy. Only £15 a month." A member of the public objected...so did T-Mobile and 3, for that matter.

LCC International were called in to help. They discovered that competitors' services were faster, during tests, in "six out of ten regions", according to the Pocket-line website.

The ASA said that, "The ASA has today published its adjudication on Vodafone UK's mobile broadband advertising. The ruling does not question the factual validity of Vodafone's 'fastest and most reliable' mobile broadband advertising claim, which is based on a study commissioned from LCC, the world's largest independent wireless engineering company, nor does it challenge the validity of the LCC results.
"The LCC study involved independent mobile broadband testing across the UK, between March and May 2008. However, the ASA is recommending, that these claims are supported with further qualification to enable readers to understand the basis of the claims. Vodafone UK has agreed do this."


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