ASA OK's BT's EE 4G LTE gripe

ASA OK's BT's EE 4G LTE gripeYour feelings about EE's advertising right now probably have a lot to do with how much you like Kevin Bacon, but one thing you probably won't be seeing too much in the future is its 4G LTE services being referred to as “superfast”.

That's because the Advertising Standards Authority (ASA) has upheld a complaint against the claim, saying it is both exaggerated and misleading.

The complaint, made by BT, related to EE's website using terms such as “superfast mobile broadband”, “superfast mobile 4GEE only on EE” and claiming the 4G network “gives you superfast, reliable internet wherever you are”.

However, the ASA agreed with BT that any general understanding of “superfast” internet as it exists right now refers to landline broadband speeds, and generally referred to speeds of 24Mbps and above, at least double what EE's 4G networks offer.

EE, of course, disagreed, claiming most people took “superfast” as a relative rather than specific term, and understood it as a reference to 4G's speed benefits over 3G, rather than taking it to be a promise of 24Mbps speeds.

A second complaint, relating to the Kevin Bacon-fronted TV ads, was not upheld, as the ad featured on-screen text clarifying exactly what speeds could be achieved.

It did, however, serve the purpose of getting the ASA to include a transcript of Bacon's supposed stream-of-consciousness rant in the ad in question as background to its ruling. For the pure head-scratching bafflement of seeing it written down in pure text form, here's what he says:

“Hey. It's me. Always connecting. I was Hollowman, an invisible bad guy, no one could take out. Take me out with Paddy McGuiness, Let the donkey see the carrot. Carrots, the same colour as a can of tango. Amy Childs, what a ledge. Got her own calendar and swimwear range. She's made the most of what she's got. And. to make the most of the latest 4G smartphones, hook one up to UK's only superfast mobile 4G network. It's totes amazeballs. Watch out Brentford that's me, ready for the Sugar hut. Smartphones are better on superfast mobile 4G. Only on EE.”

There's nothing to add, really.

Read more about: EE

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2 comments

matt101101 / MOD  Jul. 31, 2013 at 20:37

For once, I think the ASA have a done something useful. If you're calling something " superfast mobile braodband", it has to be, well, superfast by broadband standards. 12Mbps, is not superfast broadband in anyone's eyes. My home broadband is nearly 10 times faster than that, and that's by the UK's crappy broadband standards. I'm full aware there's consumer broadband which is 10 times faster again available in other countries, such as Google Fibre in some US cities.

Pondlife  Jan. 23, 2014 at 18:57

Mayhaps but rather they reclaimed the word unlimited...

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