Following an official complaint made by mobile broadband operator 3 with the Advertising Standards Authority, Vodafone has revealed that it will no longer claim in its adverts that its dongles offer download speeds of 7.2 Mbps.
The 7.2 will no longer be used ‘as a headline rate’ in its marketing campaign following 3’s complaint that the actual download speed experienced by customers was only 6.69Mbps.
However, Alec Howard, head of PC connectivity at Vodafone UK, confirmed that the reason of the change was more to do with a shift in the market from business to consumer rather than 3’s input. He also confirmed that Vodafone’s marketing would now focus on the time it takes to perform common tasks rather than the download speed: “Figures such as 7.2Mbps don’t mean enough to enough people,” said Howard. “We need to talk in a mass-market language.”
The ASA hasn’t ruled a decision so far on 3’s complaint against Vodafone. However, a full verdict is expected at the end of June.
Source: Mobile Today
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