Rogers Communications Inc. can no longer claim without qualification that it has "Canada's most reliable" wireless network, the Supreme Court of British Columbia has ruled.
Rival Telus Corp. had asked the court for the ruling, arguing that new networks it and Bell Canada put in place this month had made Roger's long-standing claim no longer valid.
While Justice J. Christopher Grauer agreed, he wouldn't go as far as to order Rogers to pull any advertising or promotional material, saying he wanted to make the scope of the limitation on Rogers as narrow as possible.
The judge ordered the two parties to work on the wording for a court order and adjourned the matter until Friday.
All this will be good news for the advertising industry, said Gavin Graham, director of investment at BMO Asset Management.
"It'll be up to Telus to tell a positive story — not so much that Rogers can't advertise itself as the most reliable any longer," he said.
Graham predicted Telus will launch a new ad campaign.
"To tell a good news message, you have to spend lots and lots of money," he said. "You can't just tell the other guys to stop making what are now inaccurate statements."
It also means Rogers has to find a new hook for its ads, Graham said. With new players entering the industry after Ottawa auctioned off parts of the wireless spectrum earlier this year, the public is going to be bombarded with mobile phone ads, he said.