Your 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.