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3 Drags Orange To ASA Over Misleading Claims Over Network Coverage

Mobile operator 3 has filed a complaint against rival Orange with the Advertising Standards Authority (ASA) over the latter’s claims to have the largest 3G networks in the UK.

Orange, which introduced the iPhone over its networks only recently, in a £4 million ad campaign, dubbed as ‘You’re Covered’, has been claiming that its 3G network is covering almost 93 percent of the country’s population - but 3 asserted that the claim has been misleading the consumers.

These accusations made by 3 may have triggered a problem though, as the country doesn’t possess any standardised mechanisms for gauging the strength of network coverage, but the operator seems confident that its network is more extensive in terms of population as well as geographic coverage.

The mobile phone operator said: “Right now each operator chooses a population coverage measurement that suits it. We currently claim 92 per cent coverage. We could use a measure used elsewhere in the industry that would boost our claimed population coverage to 95 per cent in an instant, without reaching a single extra customer.”

However, Orange responded to 3’s accusations by claiming that the figures supplied by 3 are lower than that of its figures, as Orange claims to have population coverage of 93.39 percent as against 91 percent purported by 3.

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.