Two more internet service providers are at loggerheads, with 3 making an official complaint about the latest marketing practices of industry rival Orange.
According to the former, Orange's claim that it owns the largest mobile broadband network in use across the UK with 93 per cent population coverage - is misleading.
The Times reports that 3 has taken the matter to the Advertising Standards Authority, demanding that Orange withdraws the promotion.
3 says that with 9,000 masts in use across the UK, compared to the estimated 7,500 owned by Orange, it in fact has the largest broadband network.
A spokesperson for the firm told the Times that it was "no surprise" consumers are being confused by coverage.
"We're confident that we have the biggest 3G network in the UK - both in terms of geographic and population coverage," he added.
Orange has remained defiant however, saying that its masts are in superior locations and operate more effectively.
Only last week, the broadband provider announced the launch of a £4 million advertising campaign designed to promote its 3G services.