If an O2 poster boasting that the mobile phone network had the "best call success rate ever" seemed too good to be true, that's because it was, the advertising watchdog has ruled.

Rivals Orange and Vodafone objected to the campaign, which appeared on posters and in the national press. The Advertising Standards Authority investigated and roundly condemned the O2 advert, upholding four out of six complaints about its accuracy.

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