A mobile phone coverage map broke rules

A mobile phone coverage checker on provider 

EE's website has been ruled misleading by the advertising watchdog for not making clear that it is "only a guide".

The Advertising Standards Authority (ASA) received a complaint from aT-Mobile customer after parent company EE reported that 3G coverage for his postcode was "excellent" when the man had no mobile phone signal at home and a poor signal outside.

The man said the results displayed when he entered his postcode read UK mobile coverage for 3G calls and internet was "excellent", with further text saying: "Fast, reliable internet access and high quality calling. Available on 4GEE, Orange and T-Mobileplans."

Text below a map, also shown, said: "This map is only a guide and not a guarantee of service availability in a particular location. It shows outdoor coverage only and may include locations where mobile devices don't work.

"As with all radio-based systems, service may be affected by a number of local factors, such as building materials, tree cover and weather conditions ..."

Each of the mobile networks have coverage checkers on their sites, which can give an indication of 2G (voice and text) and 3G (mobile broadband) coverage according to postcode.

The strength of a mobile signal varies depending on where the user lives and the service provider.

T-Mobile said the structure and design of the coverage checker was updated on July 24, and it was willing to make further amendments if it was considered necessary.

The company acknowledged the complainant had received poor coverage, but said that might be as a result of the device, the structure of his home or living in a very small area of the postcode that received poor coverage.

They also emphasised that consumers could obtain a refund if the coverage was not as expected.

Upholding the complaint, the ASA said: "We considered the ad did not make sufficiently clear that the claims that appeared under the 'coverage results' were intended as a guide and that coverage could be affected by a range of factors.

"We therefore concluded that the ad breached the code."

It ruled that the advert must not appear again in its current form, adding: "We told T-Mobile to ensure their future advertising made immediately clear the conditional nature of coverage checker results."