Telecoms giant EE has been referred to Trading Standards over a misplaced 4G advert in its Plymouth store.
Concerns have been raised over the use of the phrase '4G is here' on a poster at the shop, reports the Telegraph.
Plymouth is not one of the 11 cities to have gained early access to 4G mobile broadband services on EE's network, meaning the ad risked misleading members of the public.
Businesses and consumers in the Devon port may not be able to take advantage of super-fast mobile broadband until the middle of 2013.
At present, the nearest 4G signal to the town is some 120 miles to the north-east in Bristol.
A spokesperson for EE said the posters were put up erroneously in the Plymouth shop - which is one of four in the city.
They have since been removed by staff at the outlet.
"We have over 700 EE stores across the country and would like to stress this was an isolated error for which we apologise," the spokesperson stated.
EE launched 4G mobile services in the 1,800MHz spectrum band on October 30th 2012.