EE hits out over Vodafone 4G F1 exposure

Mobile phone operator EE is preparing to lodge a complaint over rival firm Vodafone promoting its 4G service on the side of the Vodafone McClaren Mercedes Formula One cars at the recent British Grand Prix, according to The Guardian newspaper.

EE, the first UK company to launch 4G services, is reported to be frustrated that Vodafone promoted a 4G service that is yet to be launched in the UK.

Steven Day, chief of brand and communications at EE, contacted Vodafone on the eve of the race to remove an advertising slogan that read ‘Ultrafast 4G’ from the cars – a request refused by Vodafone.

An EE spokesperson said: “Vodafone insist on advertising on the side of a car a product they do not sell and have offered no clear timings on when they will sell in the UK. They compound this with unsubstantiated claims about an 'ultrafast' network. These misleading ads will not only confuse their own customers but consumers in this country as a whole.”

Vodafone is retaining its stance on the matter and is confident that EE has no grounds on which to pursue a complaint. A Vodafone spokesman said: “This is sponsorship, not advertising. It's a static promotion, albeit on a car that can travel at over 200mph. We've said very publicly it (4G) will be here by the late summer. Even if someone seeing the car wasn't aware of that, there is no 'call to action' on it.”