T-Mobile ad falls foul of ASA

Mobile operator T-Mobile has been instructed by the Advertising Standards Authority (ASA) to remove an advert which it deemed misleading.

The printed advertising campaign suggested that mobile broadband can provide a similar level of speed and quality to a fixed-line broadband.

A leaflet distributed as part of the campaign read: “Emails to send, blogs to write, games to play, stuff to buy and everything else you love doing online…Broadband on the go for £15 a month…All the benefits of home broadband on the move. No wires, no waiting, no worries.”

The ASA ruled that the advert was likely to misinform consumers and ordered T-Mobile not to run the campaign in its current format.

An ASA spokesperson said: “Because T-Mobile had not made clear in the ad that there were differences between home broadband and mobile broadband services - particularly in terms of the potentially higher speeds of the former - we concluded that the ad was likely to mislead.”