{"id":26045,"date":"2021-02-24T08:15:48","date_gmt":"2021-02-24T08:15:48","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=26045"},"modified":"2021-02-24T08:18:44","modified_gmt":"2021-02-24T08:18:44","slug":"asa-ban-three-uks-best-network-for-data-claim-after-ee-moan","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2021\/02\/asa-ban-three-uks-best-network-for-data-claim-after-ee-moan.html","title":{"rendered":"ASA Ban Three UK’s Best Network for Data Claim After EE Moan"},"content":{"rendered":"

The Advertising Standards Authority<\/a> (ASA) has banned several adverts for mobile operator Three UK<\/a> after they all were found to have made the same “misleading<\/em>” claim of offering the “Best Network for Data<\/em>” (mobile broadband), which the watchdog said could not be substantiated.<\/p>\n

The complaint against three adverts – a paid-for search ad (a), a website advert (b) and a TV advert (c) – were all raised by rival operator EE<\/a> (BT<\/a>). In fact, yesterday also saw Marc Allera<\/strong>, CEO of BT<\/a>’s Consumer division, state that “to claim to be the \u2018best network for data\u2019 without any performance metrics to back it up is like calling yourself a world-class sprinter despite never having set any records, let alone competed in the Olympics<\/em>.”<\/p>\n

At this point most readers will probably be aware that Three UK<\/a> has indeed built itself a fair reputation for offering some of the market’s most flexible and affordable data (mobile broadband) plans, although the relatively recent launch of “unlimited data<\/em>” tariffs from rival operators has begun to test that.<\/p>\n

Suffice to say that claiming, more generally, to be the “Best Network for Data<\/em>” is a tricky one to prove and depends upon your criteria for comparison (speed, quality, coverage, cost etc.) and supporting evidence. However, the ASA found that Three UK<\/a> had failed to include a strong enough comparison to substantiate their claim.<\/p>\n

\"three_uk_best_network_for_data\"<\/p>\n

The closest Three UK got to substantiating their claim was to harness the results of TechRadar’s Mobile Choice Consumer Awards, which had asked thousands of consumers and a panel of judges to answer the question – “Which Network do you think provides the best data plans?<\/em>“. But the ASA said this was not sufficient enough.<\/p>\n

ASA Ruling (REF: A20-1060112 Hutchison 3G UK Ltd)<\/strong><\/a><\/p>\n

The ads must not appear again in the forms complained about. We told Hutchison 3G<\/a> UK Ltd t\/a Three Mobile to ensure that they had adequate substantiation to support claims, including comparisons with identifiable competitors, in their marketing materials and that the basis of any comparison was presented clearly.<\/p>\n

We also told them to ensure that they provided sufficient information to enable consumers to verify comparisons with identifiable competitors, or signposted consumers to such information.<\/p><\/blockquote>\n

The outcome does not come as much of a surprise. Historically many broadband ISPs and mobile operators have tried to claim they are the “best<\/em>” or “most reliable<\/em>” at something, only to neglect the need for an effective comparison. Overly broad claims about service performance or quality rarely hold up to scrutiny when put before the ASA.<\/p>\n

Not that any of this really matters to Three UK. The adverts themselves were all run a year ago and have long since ended, although at the time of writing one of Three UK’s website pages is still running the same claim in large bold print – http:\/\/www.three.co.uk\/discover\/network (pictured above). We suspect that won’t last long.<\/p>\n","protected":false},"excerpt":{"rendered":"

The Advertising Standards Authority (ASA) has banned several adverts for mobile operator Three UK after they all were found to have made the same “misleading” claim of offering the “Best Network for Data” (mobile broadband), which the watchdog said could not be substantiated.<\/p>\n","protected":false},"author":1,"featured_media":23151,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[61,406,99,405,60,63],"class_list":["post-26045","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-4g","tag-5g","tag-asa","tag-ee","tag-mobile-broadband","tag-three-uk"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"\nASA Ban Three UK's Best Network for Data Claim After EE Moan - ISPreview UK<\/title>\n<meta name=\"description\" content=\"The Advertising Standards Authority (ASA) has banned several adverts for mobile operator Three UK after they all were found to have made the same\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ispreview.co.uk\/index.php\/2021\/02\/asa-ban-three-uks-best-network-for-data-claim-after-ee-moan.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ASA Ban Three UK's Best Network for Data Claim After EE Moan - 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