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BC Supreme Court rules on Bell Mobility ads

The British Columbia Supreme Court has dismissed four advertising complaints against Bell Mobility made by Rogers Communications and upheld a fifth. The court has ordered Bell Mobility cease describing its new network as the "most reliable" in its advertising. The court found that the network, which launched in November, has not been operating long enough to support such a claim. According to Bell Mobility, the order will affect approximately 10% of its current advertising nationally. "The court didn't argue with Bell Mobility's testing that found the new network offered the clearest reception and the fewest dropped calls," said Wade Oosterman, president of Bell Mobility. "However, based on the judge's ruling, network tenure is now an issue in claiming that a network is most reliable. In other words, the reliability of a brand new network cannot now be directly compared to an older network. We don't agree of course and are considering an appeal." Rogers had also argued that Bell Mobility should be barred from describing its network as the "largest," "fastest," "best" or "most powerful," but the court did not agree.

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