3 calls for standardised measurement guidelines

Mobile operator 3 has called for a more standardised approach to measuring operators’ network coverage following a row between it and Orange over the pair’s competing claims to have the UK’s largest 3G network.

The pair have clashed over an Orange campaign which claimed the operator’s 3G network “covers more people in the UK than any other” with 3 eventually referring its rival to the Advertising Standards Authority (ASA).

The regulator ruled against Orange earlier this week, saying its claim was unsubstantiated as the operators have different methods of measuring their coverage (nma.co.uk 30 June).

A 3 spokesman told new media age, “We would be delighted if the ASA, or more appropriately Ofcom, would take up the challenge on behalf of UK consumers to come up with a clear and independent method for measuring population coverage.”

The statement follows an earlier statement from Orange in response to the ASA ruling where the operator said: “What’s most frustrating is that 3 has started to use the same claim we’ve been banned from using – the biggest 3G network by population. This is absurd and makes a mockery of the ASA’s ruling.” (nma.co.uk 30 June).

This story first appeared on newmediaage.co.uk

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