Feeds

ASA tuts at Orange after 9 months pondering complaint

Don't do it again

Website security in corporate America

The Advertising Standards Authority has upheld a complaint against Orange's claims that its 3G network is the biggest in the UK.

Orange won't be able to repeat the claim that its 3G network "covers more people in the UK than any other operator", but coming nine months after 3UK filed its complaint the decision is hardly going to hurt Orange.

3UK cherry picked snippets from the adjudication, quoting from the ASA that Orange's claim "had not been substantiated" and that it was "likely to mislead".

The problem with broad claims like these is that sufficient manipulation of figures can prove just about anything. In this instance Orange based its claim on population coverage, but 3UK argued that someone viewing the ad might assume that the claim was geographic – a view the ASA agreed with.

Network operators are free to make up their own coverage figures, and they not only use different methodologies but refuse to share them, so direct comparisons are just about impossible. 3UK is generally reckoned to have the best geographic coverage, based on Ofcom's maps, but debates about what constitutes "coverage" and "population" mean that exact figures are hard to come by.

Broad claims should always be suspect, and it's good to see them challenged, but even for a complicated issue like this nine months is way too long. 3UK reckons that Orange spent £4m running the campaign, which surely achieved all it was intended to achieve despite the slap on the wrist from the ASA. ®

Internet Security Threat Report 2014

More from The Register

next story
Brit telcos warn Scots that voting Yes could lead to HEFTY bills
BT and Co: Independence vote likely to mean 'increased costs'
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
ISPs' post-net-neutrality world is built on 'bribes' says Tim Berners-Lee
Father of the worldwide web is extremely peeved over pay-per-packet-type plans
New 'Cosmos' browser surfs the net by TXT alone
No data plan? No WiFi? No worries ... except sluggish download speed
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Google+ GOING, GOING ... ? Newbie Gmailers no longer forced into mandatory ID slurp
Mountain View distances itself from lame 'network thingy'
Blockbuster book lays out the first 20 years of the Smartphone Wars
Symbian's David Wood bares all. Not for the faint hearted
Bonking with Apple has POUNDED mobe operators' wallets
... into submission. Weve squeals, ditches payment plans
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.