One 2 One has defended claims it mislead mobile phone customers in its latest advertising campaign.
A recent poster campaign from One 2 One claimed that 99 per cent of calls with its service are connected, based on data from an Oftel report on the performance of Britain's mobile phone networks.
But rival operators are unhappy with the claim, saying it didn't fairly compare coverage, especially in rural areas. BT Cellnet dismissed the claim as "invalid", while Orange would not comment directly but confirmed that it is considering taking legal action.
"Orange is currently considering its position in relation to possible action," an Orange spokeswoman told VNU Newswire.
BT Cellnet, which also provided data for the survey, said it would not be making a complaint against One 2One, but said testing methods need to be made more uniform.
"Customers need to have better information because testing methodology is not consistent. The survey data provided by One 2 One didn't include areas where they don't have coverage, which makes comparisons invalid," a spokesman said.
One 2 One has responded to these claims by saying it will continue its current advertising campaign, and said it is surprised by the rumours.
A spokeswoman for the operator said: "We conformed to all Oftel's requirements and our advertisement highlights the results. Perhaps the other operators are slightly envious.
"We can only wonder if, with Orange, it's sour grapes, as we recently asked the ITC and the Advertising Standards Authority (ASA) to investigate Orange's claims that it was 'Top Dog'," the One 2 One spokeswoman added.
ASA confirmed it had received a complaint about the advertisement from the public, but not from another network operator. A spokesman said: "We are investigating a complaint from a member of the public over the advertisement. We have not received any other complaints."
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