Telus wins injunction against Rogers

Judge says firm's 'most reliable network' slogan is 'misleading'

TORONTO -- Rival phone company Telus Corp. on Tuesday secured a temporary injunction to stop mobile giant Rogers Communications from claiming in advertisements that it operates "Canada's most reliable network."

Justice J. Christopher Grauer ruled in a Vancouver courtroom that "the technological advantage that allowed Rogers to represent that it has Canada's most reliable network has disappeared" and that Rogers' long-standing campaign message that followed an earlier 2007 system upgrade was "misleading."

The court ruled that a new mobile phone network launched earlier this month by Telus and rival Bell Canada was faster and more comprehensive than Rogers' existing network.

Justice Grauer ordered both parties back to court on Friday to set a timetable for removal or alteration of the Rogers campaign.

Rogers, Telus and Bell, Canada's three biggest phone providers, have spent billions in recent years to upgrade their wireless networks in a bid to sell handsets, data packages and services to an estimated 22 million Canadian mobile phone users.

Telus also aimed to stop Rogers' advertising campaign as all three carriers approach the crucial Christmas shopping season.

Having completed their respective upgrades, Bell Canada last week unveiled plans to provide exclusive wall-to-wall Canadian mobile coverage of the upcoming Vancouver/Whistler 2010 Olympic Winter Games.

And Rogers on Monday unveiled plans for the national rollout of a broadband portal, Rogers On Demand Online, to provide TV and movie content to its cable and mobile phone subscribers.