The defendant launched a television, press, outdoor and internet campaign. In the television ads, the advertising campaign stated “When one first looks at mobile broadband it seems to be equal, to have the same speed and the same prices” after which it said “In fact, they are not” followed by “The broadband of the defendant continues to lead everywhere”.
The outdoors, internet and press ads claimed that “it was the biggest national coverage for 4G communications”. Furthermore, a flyer contained the expression “best telecommunications quality of service”.
The plaintiff claimed that the statements were, amongst other, false as they aimed to mislead consumers. Further, the plaintiff argued that the defendant’s claims constituted a form of comparative advertising, in terms that were not admissible under Portuguese law.
Accordingly, the plaintiff considered that the defendant’s conduct was in breach of Article 10 (truthfulness principle), Article 11 (misleading advertising), Article 12 (respect for consumers’ rights) and Article 16 (comparative advertising) of Decree-Law 330/90, of 23 October 1990 (the “Advertising Act”). Further, it also claimed that the defendant’s actions should be deemed as an unfair commercial practice as per Article 7 (1) (b) of Decree-Law 57/2008, of 26 October 2008. Finally, it was argued that the defendant’s actions were in breach of ICAP’s code of conduct.