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ASA Investigates and Bans EE’s Misleading 5G Adverts
The UK Advertising Standards Authority (ASA) is investigating and banning several old adverts for EE’s mobile network over “misleading” promotions that claimed it was the “No.1” network for 5G. The complaints, primarily from rivals Three UK and Vodafone, prompted the ASA to take action.
The ASA ruling, spanning 18 pages, covers investigations into TV adverts, Instagram posts, printed posters, and social media tweets from August 2020. These advertisements featured Kevin Bacon and made claims such as “No.1 network for 5G” and “UK’s No.1 5G network.” Vodafone, Three UK, and a member of the public disputed these claims, leading to the investigation.
The complaints focused on the misleading nature of the evidence presented to support the “No.1” claims. They argued that the claims were not substantiated and lacked clarity on the relevant measures used. Additionally, claims about 5G coverage in specific cities were challenged for lacking verifiability.
The ASA upheld part of the complaint, stating that EE failed to provide sufficient information to allow consumers to understand and verify the comparisons made. The adverts were found to be misleading due to the absence of clear and accurate claims.
In response to the ruling, EE stated that they were pleased that the ASA accepted their historic 5G claims as accurate. They emphasized their ongoing position as the UK’s best network and their commitment to providing understandable data to the public.
While the impact of the ruling is diminished by the time that has passed since the adverts were run, negative publicity from ASA rulings can still have consequences for the subject. Broadband ISPs and mobile operators are advised to avoid broad claims about service performance without effective comparisons.
Overall, the ruling highlights the importance of clear and verifiable claims in advertising and serves as a reminder to companies to provide adequate information for consumers to make informed decisions.
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