October 15, 2016
T-Mobile is the latest mobile operator to fall foul of the UK’s Advertising Standards Agency (ASA).
The ASA has ordered that T-Mobile pulls an advert which suggests that mobile broadband is as fast as home broadband.
The advert in question was in a T-Mobile leaflet, which stated: ‘Emails to send, blogs to write, games to play, stuff-to buy- and everything else you love doing online…Broadband on the go for £15 a month…All the benefits of home broadband, on the move. No wires, no waiting, no worries.’
According to the ASA the wording of the advertisement implied that mobile broadband runs at a similar speed to home broadband, and this is misleading to customers.
In its ruling, the ASA said the advert must be withdrawn from circulation and must not appear again in its current form.
T-Mobile defended the advert saying that it did not make any direct technical comparison to fixed line broadband.