O2 has been pulled up over an advert offering free access to Streetmap, following a complaint by rival operator T-Mobile. 

The advert stated: 'Always know where you're going with streetmap.co.uk free on your mobile. Only for O2 customers.' The onscreen text added: 'Terms apply. Free via 2112. Subject to coverage and compatible handset. UK Only. Offer ends 21.08.06.'

T-Mobile took offence at the unqualified use of the word 'free', which it felt implied that the service was permanently free.

Even though the onscreen text stated that the 'offer ends 21.08.06', T-Mobile believed this could be seen by viewers as the deadline for subscribing to the service rather than the end of the free period.

O2 responded to the allegation by saying that it had received no complaints from customers, and that if the service had been available 'free forever' it would have used that claim in the ad.

O2 also said that customers who called 2112 to take advantage of the free offer were told through a recorded message that 'Streetmap will be free until 21 August 2006'.

However, the Advertising Standards Authority found against O2 and warned the company not to broadcast the advert again in its current form. 

O2 escaped a reprimand on T-Mobile's claims that it did not tell customers they would have to pay browsing charges, and that the service was 'only for O2 customers' when any network could access Streetmap via a mobile internet service.