The Advertising Standards Authority (ASA) has told T-Mobile to remove an advert which compared the quality of its mobile broadband service to that of a home offering.
In the promotional leaflet, T-Mobile included the slogan: "Broadband on the go for £15 a month ... All the benefits of home broadband, on the move."
A complaint was made that the publication was implying that the mobile broadband service T-Mobile was marketing was of similar speed and quality to home broadband.
The ASA upheld the complaint, saying: "Although we noted T-Mobile's intention was to highlight how mobile broadband could be used for the same functions as fixed-line broadband, we considered that the claim 'All the benefits of home broadband' was likely to lead readers to assume the level of service, including the speed, would be the same."
After telling T-Mobile not to produce the ad again in its current form, the ASA advised the provider to steer clear of comparisons between its mobile broadband service and fixed-line offerings.