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Orange Criticises ASA Decision Over Banned Ad

The decision by Advertising Standards Authority to ban Oranges's advertising that states that its 3G network covers more people than anyone else has caused the mobile phone operator to come out fighting.

Orange said in a statement (via NMA (opens in new tab)) that "While we accept the ASA’s ruling, we feel this decision effectively gags us, and the rest of the industry, from talking about our networks as according to the ASA as our claims are not directly comparable."

The original complaint was submitted by 3 UK who argued that it had in fact a bigger network coverage than Orange. Surprisingly though, the ASA ruled against Orange based on the fact that the data provided by both parties could not be compared.

But while Orange has on been banned from putting forward any claims about being the biggest 3G network by population, this has not been the case for 3 UK, a decision that the France Telecom owned network says is absurd. Anyway, T-Mobile will soon merge with Orange which should give them the biggest network coverage in the UK.

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.