MTS complained about MegaFon to the FAS for the slogan “operator No. 1”

MegaFon’s advertising campaign began in early July. In particular, it is displayed on digital billboards in large Russian cities. The signs contain the call “Go to Operator #1” in large white type on a green background. Below, on a red plate, the criteria are written in smaller print: “in terms of speed and coverage.” Even further down is an explanation in fine print that these criteria are backed by research.

The representative of the FAS pointed out that the advertising law regulates the use of words with the meaning of “best”, “first”, “number one” – they must be confirmed.

In the case of MegaFon, it is: the company provides specific comparison criteria, in terms of speed and coverage. The statement is based on research Fastest Mobile Network Speedtest Awards – 2022, Best Mobile Coverage Speedtest Awards – 2022, are available from open sources.

A MegaFon representative told the publication that the company has not yet received requests for its advertising from the FAS and insists on the legality of using the slogan.

If the antimonopoly service recognizes that MegaFon’s ad with the slogan “Operator No. 1” is improper, the company faces a fine of up to 500 thousand rubles, said Dmitry Grigoriev, a member of the council of advertising experts of the FAS. But more critical to the operator may be the Federal Antitrust Service’s requirement to stop the distribution of advertising; this will imply additional costs.