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T-Mobile Slammed by Advertising Body For Mobile vs Fixed Broadband comparison

Mobile phone company T-Mobile has been criticised for saying that mobile broadband users could expect the same level of speed and quality of service as fixed line broadband.

However, the advert drew a complaint from a technically-aware geek who said that the "ad misleadingly implied mobile broadband was of similar speed and quality to home broadband."

T-mobile argued that the advert was highlighting the fact that whatever you can do with your fixed line broadband can be achieved on a mobile broadband connection.

But the Advertising Standards Agency rightly pointed out that T-Mobile will not allow popular activities such as Peer to Peer or offer the same QoS for online gaming and streaming.

T-Mobile has been ordered to refrain from saying that mobile broadband service offers a "comparable standard to home broadband".

Maybe T-Mobile should be reminded of its own fair use http://www.t-mobile.co.uk/services/uk/fairuse/ page.

It would be interesting to see what effect this has on T-Mobile rival advert campaigns. All six major phone networks now have mobile broadband offers.

Désiré Athow
Contributor

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.