{"id":28608,"date":"2021-09-22T07:49:50","date_gmt":"2021-09-22T06:49:50","guid":{"rendered":"https:\/\/www.ispreview.co.uk\/?p=28608"},"modified":"2021-09-22T07:49:50","modified_gmt":"2021-09-22T06:49:50","slug":"ee-get-o2-mobile-uk-ad-banned-by-asa-for-best-coverage-claim","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2021\/09\/ee-get-o2-mobile-uk-ad-banned-by-asa-for-best-coverage-claim.html","title":{"rendered":"EE Get O2 Mobile UK Ad Banned by ASA for Best Coverage Claim"},"content":{"rendered":"

Mobile operator O2<\/a> (VMO2) has had one of its press adverts banned by the UK Advertising Standards Authority<\/a> (ASA) after rival EE<\/a> (BT<\/a>) complained that it misleadingly made a claim of being “Britain’s Best for Coverage<\/em>,” which was based on flaky feedback from a consumer survey, rather than objective technical evidence.<\/p>\n

The original press advert for O2<\/a>’s service was first shown all the way back in April 2020 and included text that stated, “On the network voted Britain’s Best for Coverage<\/em>“. This was presented alongside the Uswitch logo, which in small text referenced the operator as the “Uswitch Best Network Coverage Winner 2020<\/em>” (referencing the comparison site’s consumer survey of 12,000 UK adults).<\/p>\n

However, rival operator EE<\/a> complained that “comparative claims about network coverage should be based on objective technical evidence rather than consumer surveys<\/em>“, and called the promotion “misleading<\/em>“. Of course EE<\/a> should know something about this, since one of their own adverts was banned last year for making an “UNBEATABLE.. No.1 Network”<\/em> claim (here<\/a>).<\/p>\n

In response, O2<\/a> argued that “subjective consumer experience of network coverage was real and valid<\/em>“, but the ASA was having none of it.<\/p>\n

ASA Ruling (REF: A20-1062520 Telefonica UK Ltd)<\/strong><\/a><\/p>\n

We noted that the methodology only required consumers to appraise their own provider in relation to coverage. They were asked \u201cHow satisfied are you with how your mobile phone network performs on each of the following?\u201d with one of the options being \u201ccoverage\u201d. We considered that the survey question was very broad and it was unclear, for example, what the criteria were for rating \u201cperformance\u201d, or how \u201ccoverage\u201d was defined. We noted that consumers were likely to have differing understandings of what constituted good coverage, depending on their typical usage habits.<\/p>\n

Furthermore, we considered that it was unlikely that participants would have an insight into how their own network compared against all others on the market when rating the coverage they experienced. Overall we were concerned that the data showed only highly subjective experiences and it was not clear how responses could be compared in a meaningful way to come to a view that one network was the \u201cbest\u201d. The comparative nature of the claim was required by the CAP Code to include an objective component, and it was unclear to us how a consumer perception survey alone, based on respondents\u2019 subjective opinion of their own network, would deliver such data.<\/p>\n

Because consumers would expect, and the Code required, the claim \u201con the network voted Britain\u2019s Best for Coverage\u201d to be based on an objective comparison of O2\u2019s network coverage with their competitors when that was not the case, we concluded that it was misleading and breached the Code.<\/p><\/blockquote>\n

As we’ve said many times before, mobile operators and broadband ISPs should generally avoid making vague “best<\/em>“, “most reliable<\/em>” or “fastest<\/em>” style claims in their promotions because they are incredibly difficult to substantiate in a fair, accurate and evidenced based way. Despite this, every single one of the major operators is guilty of having played this card at one time or another, and all tend to end up being banned.<\/p>\n

The catch is that the ASA usually only takes action long after the advert has run its course and, since the authority almost never seems to make use of their backstop powers to punish operators in a meaningful way, then they continue to do it. The ASA reasons that the bad publicity alone from such rulings will have enough of an impact to discourage such promotions, but that’s certainly open to debate as they keep occurring.<\/p>\n

As for the above ruling, the ASA banned the advert in its current form and warned O2 to ensure that they “held adequate and objective evidence to support comparative claims<\/em>.”<\/p>\n","protected":false},"excerpt":{"rendered":"

Mobile operator O2 (VMO2) has had one of its press adverts banned by the UK Advertising Standards Authority (ASA) after rival EE (BT) complained that it misleadingly made a claim of being “Britain’s Best for Coverage,” which was based on flaky feedback from a consumer survey, rather than objective technical evidence.<\/p>\n","protected":false},"author":1,"featured_media":21500,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[99,405,32],"class_list":["post-28608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uk_isp_news","tag-asa","tag-ee","tag-o2"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"\nEE Get O2 Mobile UK Ad Banned by ASA for Best Coverage Claim - ISPreview UK<\/title>\n<meta name=\"description\" content=\"Mobile operator O2 (VMO2) has had one of its press adverts banned by the UK Advertising Standards Authority (ASA) after rival EE (BT) complained that it\" \/>\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\/09\/ee-get-o2-mobile-uk-ad-banned-by-asa-for-best-coverage-claim.html\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EE Get O2 Mobile UK Ad Banned by ASA for Best Coverage Claim - 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