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May 23, 2014

EE told they can’t make “most reliable broadband” claims

Mobile provider EE (Everything Everywhere) has been told by the ASA that they can’t claim they are “Britain’s most reliable broadband” in advertisements and that they must change their adverts that make this claim in them.

BT had complained to the ASA (Advertising Standards Authority) over a mail sent out by EE that headlined “Introducing Britain’s most reliable broadband for staying connected”.
In the writing it then claimed that it was the most reliable because it had less “jitter” (Jitter is the rate of chance in the latency speed) and “latency” (Latency is the time it takes for data packets to travel to a server and back) that its rivals. EE took their reason for claiming this from an Ofcom report from May 2013 that looked into fixed line broadband performance.

BT’s complaint was that EE did not get better Jigger or Latency figured than themselves “to any statistically significant degree”. Also, BT were not happy that this only took into account fixed line broadband which was not clearly made in the advertisement and that broadband delivered by wireless routers which are extremely common were not included.

EE did get one back on BT who had also complained that EE saying they had the first plug-and-play fibre broadband router was not true. However the ASA ruled in favour that EE’s Brightbox 2 did beat BT’s Home Hub 5 when it came to self-installation routers, as although the Home Hub 5 did have self-install technology it had not been enabled unlike the Brightbox 2 where it had been.

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