Three disappointed by ASA decision to ban advert

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The advert included a headline which claimed Three is the ‘UK’s most reliable network’ 

Three has expressed disappointment at the Advertising Standard Authority’s (ASA) decision to ban an advert where it claims it is the ‘UK’s most reliable network.’

The advert (pictured) banned by the ASA was initially seen October 28 last year. It features an image of the network’s mascot Jackson holding its arms up in celebration. The advert’s headline reads “The undisputed. UK’s most reliable network. Again.”

EE and a member of the public challenged if Three’s claim, based on a YouGov report, could be correct. Hutchison 3G UK felt the advert could be substantiated. It argued customers could clearly see the YouGov logo in the ad, which its claims are based on.

A Three spokesperson said: “We have been recognised by consumers, based on their direct feedback to YouGov, as the UK’s most reliable network for an incredible seven quarters in a row. Technical tests conducted by Rootmetrics have also recently named us as the most reliable network, so we are naturally surprised and disappointed by the ASA’s decision. We are analysing the ruling before deciding our next step.”

The report Three’s claims are based on is the ‘Smartphone Mobile Internet eXperience’ survey. Consumers were asked by YouGov to rate their mobile network on reliability. Three had come top for network reliability.

The ASA upheld the complaints, arguing the YouGov logo and URL were not prominent and could be overlooked by or mislead readers. It ruled the ad must not appear again in its current form and that Three must not imply it is the most reliable network until it could demonstrate more clearly that its claim was based on consumer opinion.

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