Ad Standards Canada, an industry regulator, found that a Telus campaign misled consumers by making a statement that mixed affordability and price issues to make consumers believe wireless prices were lower in Canada than any other country in the world.
Telus based their claim from a 2019 PricewaterhouseCoopers study on wireless affordability, but members of the self-regulating advertising industry council said the research did not back up the claim.
“There was no support in the cited study for the claim that it is a myth Canadians pay some of the highest prices in the world for wireless, the study discussed affordability, rather than price, and it only addressed four countries in total, rather than most, or all, countries in the world,” the council said.
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