UK broadband firm Orange has been forced to back down by the Advertising Standards Authority (ASA) over claims that its 3G mobile broadband network covered the most people in the UK.

Rival operator Three disputed the claims made in the advert, which ran in June last year, saying that Orange could not back up its statements.

The advert claimed: "The Orange 3G network covers more people in the UK than any other operator".

Three argued that it in fact has the largest network, based on geographical coverage.

Orange said that its own claim of being the biggest mobile broadband network in the UK was based on population coverage.

The ASA ruled that the advert was misleading and may not be run again in its present form.

Home broadband providers which claim to offer unlimited broadband downloads are currently being investigated by the ASA in a separate case.

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