Rogers Sues Bell for False Advertising

Telecom News Editorials Reports Glossary

1:09 pm on December 1, 2009 | Category: Business, Telecom Services, Wireless, Law

Canadian cell phone giant, Rogers Wireless, is suing rival Bell Mobility for false advertising, just days after having some of its own ads pulled by a B.C. Supreme Court judge.

Rogers’ suit, also filed in B.C. Supreme Court, takes issue with a new Bell ad campaign that describes its new HSPA service as “the largest, fastest, and most reliable network” in Canada.

“We’re filing that [the ads] are false and misleading,” said Rogers’ executive vice president of marketing, John Boynton. “We’re seeking an order from the court to prevent Bell from making those statements.”

The Canadian wireless market has become intensely competitive in recent weeks, ever since Bell and Telus jointly launched an HSPA mobile broadband network comparable to the one already operated by Rogers.

Rogers is appealing the last week’s ruling against its own ad campaign, but has already begun removing some of the more contraversial claims from its marketing.