EE, the biggest carrier and currently the only provider of 4G services in the UK, has been rapped by advertising regulators over its use of the term "superfast." According to EE, the phrase captures just how speedy its LTE network is, but UK telecoms giant BT isn't prepared to let that stand. BT argues that the terminology of superfast internet should only relate to fixed-line broadband services, a market that it conveniently has a huge amount of power over.
The UK's Advertising Standards Authority (ASA) is inclined to agree with BT but in doing so shows the absurdity of the company's objection. While EE's website is deemed to be misleading, the carrier's TV adverts escape punishment because they carry small print clarifying the the...
via The Verge - All Posts http://www.theverge.com/2013/7/31/4574302/ee-bt-fight-superfast-broadband-mobile-services
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