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Broadband provider O2 is set to launch an advertising campaign which aims to capitalise on consumer dissatisfaction with their existing internet service providers.

The new £5 million Niggles and Narks advertising campaign will attempt to highlight misleading claims made by rivals about their cost, download speeds and quality claims.

Sally Cowdry, O2's Marketing Director, told ISPreview: "At O2, our campaigns and propositions are grounded on the insight that we gain from customers."

She added: "They have told us that they were not happy with their broadband experiences and felt they have been let down by companies failing to deliver on the promises they make."

The firm claimed that while it was by no means perfect, it was at least listening to its broadband bundle customers and striving to improve the service it offers.

O2 and Be Broadband recently confirmed that they had continued to increase the number of customers on their books in the first quarter of 2010.

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