Feeds

Kevin Bacon avoids slapped wrist after TV pipe-fatness claims

EE done over for saying same thing on tinterwebs, though

High performance access to file storage

EE has received a stern talking to from the Advertising Standards Authority for website claims of "superfast" connectivity, though when Kevin Bacon says the same thing on TV that's OK.

The difference is the context: on TV Kevin's words are accompanied by numbers and comparisons to 3G, while the web ad just made the "superfast" claim and left readers to draw their own conclusions, conclusions the ASA decided could easily be erroneous.

That decision hinges on the belief that the general public understands "superfast" to mean "greater than 24Mb/sec", or perhaps "greater than 30Mb/sec" if they're up to date on their Ofcom reading, but certainly more than the 8-12Mb/sec EE is actually able to provide.

The public apparently learnt the definition of "superfast" from BT, which has used the term when taking about fibre to the cabinet. EE argued that the term was comparative, used by BT to mark an improvement over ADSL and by EE to mark a similar jump from 3G connections.

The ASA didn't swallow that, but ruled that Kevin Bacon's TV appearances were OK as the context is explained. That's good news for Bacon, who seems to need the cash these days, but EE will have to amend its website to provide more context or stop using the term.

Not that the ASA can prevent EE doing whatever it likes. The self-regulatory body has no teeth and just makes recommendations, though these are generally respected if only for fear that it will be replaced by a proper regulator.

The other operators don't have to worry, at least two of them (Three and Vodafone) are planning to skip "superfast" entirely and will be forging ahead with "ultrafast" instead, so expect similar sparks to fly over what that means. ®

High performance access to file storage

More from The Register

next story
Audio fans, prepare yourself for the Second Coming ... of Blu-ray
High Fidelity Pure Audio – is this what your ears have been waiting for?
Dropbox defends fantastically badly timed Condoleezza Rice appointment
'Nothing is going to change with Dr. Rice's appointment,' file sharer promises
MtGox chief Karpelès refuses to come to US for g-men's grilling
Bitcoin baron says he needs another lawyer for FinCEN chat
Did a date calculation bug just cost hard-up Co-op Bank £110m?
And just when Brit banking org needs £400m to stay afloat
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Apple DOMINATES the Valley, rakes in more profit than Google, HP, Intel, Cisco COMBINED
Cook & Co. also pay more taxes than those four worthies PLUS eBay and Oracle
It may be ILLEGAL to run Heartbleed health checks – IT lawyer
Do the right thing, earn up to 10 years in clink
France bans managers from contacting workers outside business hours
«Email? Mais non ... il est plus tard que six heures du soir!»
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
HP ArcSight ESM solution helps Finansbank
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.