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Sure claim ‘likely to mislead’

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CLAIMS made by Sure in online promotions stating they are the Channel Islands’ fastest mobile network have been ruled as ‘likely to mislead’ the public by the Advertising Standards Authority.

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The regulator’s investigation followed a complaint made by JT in response to a sponsored post on Facebook and other online claims made by Sure in March and November.

Previously, a claim made by JT in a 2016 advertising campaign, saying that it was the fastest user-tested network in Guernsey, had been subject to a similar complaint to the ASA, made by Sure and Airtel.

The outcome of that review was a ruling that JT’s claim was also ‘likely to mislead’, as well as having been ‘unsubstantiated’.

In ruling on the current case against Sure, the ASA said that the 2017 CICRA report on which the claim was based no longer provided a sufficient basis.

‘While the report did show that Sure’s average download speeds were faster than their two largest competitors (including JT), we noted those speeds were captured in July 2017,’ the ASA concluded. ‘The report was not designed specifically to capture fastest network speeds, nor was it a guarantee of future fastest speeds.’

Sam Le

By Sam Le
Journalist

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