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EE dispute Three's 'undisputed' most reliable network claim

EE have reported Three to the ASA (Advertising Standards Authoruty) over Three's advert claiming they are the UK's most reliable network.

Three's '#makeitright' marketing campaign stars a puppet named Jackson, who is attempting to dispel many of the myths that surround the Three mobile network by 'making it right' and fixing 'stuff that sucks'.

Three Mobile Jackson

It appears that Three's claims of being the undisputed most reliable network hasn't gone unnoticed by another of the UK's biggest mobile network operators, EE.

A Three spokesperson told TechWeekEurope, " According to YouGov, Three has been rated the most reliable network by consumers on five consecutive occasions,"

"Customers rated Three highest on all topics relating to reliability, such as reliability for calls and texts, reliability during the day and reliability during the evening. Three also came out top for ‘Overall Reliability’’. We are very proud of this accolade, which is why we have chosen to celebrate it in our current ATL activity."

In response an EE spokesperson said, " We’d agree that reliability is critical to mobile customers. Purple puppets aside, it’s well known that to claim undisputed you need to win and unify the awards across all the awarding bodies,"

"EE has recently won reliability awards, but that doesn’t make us ‘undisputed’. We’ve simply asked Three to reflect this."

EE have stated that Three's claims that YouGov determine it as the most reliable network are not justified based on the fact that they themselves came first in the rankings for other tests conducted by RootMetrics who perform 'scientific' mobile network tests.

EE Kevin Bacon

Interestingly this isn't the first time that the two networks have gone head-to-head over advertising claims. Last year Three was banned from calling it's DC-HSPDA network 3.9G after EE filed a complaint that the term implied that the technology was close to that of 4G.

EE are very proud of their 4G network and it's 70% coverage of the UK's population, featuring their brand champion Kevin Bacon in their ads as Bacon has been EE's brand ambassador since the network launch back in 2012.