EE survives ASA probe into ‘double-speed’ 4G claims


The advertising standards authority dismissed a customer’s claim that they were misled by EE’s advert promising average speeds of 24-30Mbps

EE has successfully defended its double-speed 4G claims after a customer filed a complaint with the advertising standards authority (ASA).

The customer said information provided by EE stating that its double-speed service offered average speeds of between 24 and 30Mbps could be misleading, as they had only received download speeds of 8 to 14Mbps.

EE responded by saying that telecoms regulator Ofcom had accepted that the models it uses to predict coverage were “generally accurate”.

The operator said it had made clear its speed claims were based on averages it recorded this year. It provided the ASA with “written and graphical” evidence which showed the speeds achieved in the double speed cities and how this data was used to give an overall average double speed.

EE acknowledged that giving an average speed means some customers will achieve lower speeds and some higher, but said that nevertheless an average was “the best method of ensuring customers get an indication of the mobile speeds they can realistically achieve in the large majority of cases”.

The ASA acknowledged that the complainant had only achieved mobile download speeds of 8‒14 Mbps rather than the average 24-30 Mbps, but said that EE had provided it with evidence showing that the majority of customers did achieve these speeds.

“The written and graphical evidence EE sent us showed the speeds achieved in the double speed cities and how that data was used to give an average double speed. We therefore considered that most customers would achieve the quoted average speeds in the ad,” it said.

The body dismissed the complaint, which means that EE do not have to reword the information they provide customers on double-speed 4G.