CANTEL FORCED TO STOP CAMPAIGN
By Adnews Staff
Rogers Cantel Mobile Communications was ordered to disconnect its radio and print campaign in B.C. this week. B.C. Supreme Court judge Marion Allan granted an injunction stopping Cantel from continuing with a campaign that compares the quality of its cellular network with that of rival B.C. Tel Mobility Cellular Inc. At issue is an ad campaign launched Sept. 8 by Cantel that summarizes the results of a study done by independent consulting firm, Lapp-Hancock Associates of Ottawa. The survey rated 64% of Cantel cellular network calls as having good or excellent quality, compared to only 11% placed with B.C. Tel. The ads were created by Gee, Jeffery & Partners Advertising of Toronto. B.C. Tel said the ads were false and misleading, after countering with its own survey. It found that B.C. Tel had a stronger signal than Cantel 58% of the time, and said B.C. Tel had fewer dropped calls. As well, the study showed that 91% of B.C. Tel Mobility customers rated the overall quality of service as good to excellent. Rogers will decide in the next few days whether or not it will appeal the injunction, public relations manager Taanta Gupta told Adnews this week.