IMHO Voda need to be investigated by Ofcom (for compliance with their license/coverage requirements) , not the ASA (though they do have a cheek to market 3G wireless broadband...).
As a self-employed bod who travels the length and breadth of the UK on a frequent basis, with a 3G Nokia on Voda, and a USB dongle on 3 for my laptop, there is no comparison between the networks. Voda's 3G coverage is an abysmal embarrassment. Outside built up areas it is non existent, and even in those areas it can be very patchy and slow. We are now almost 10 years into 3G technology, yet Voda have not even upgraded all of their 2G cells for 3G coverage, let alone built significant infills. My business often takes me to work on or next to cell sites, and I can stand there reading the Vodafone logo on a cabin door, yet there is no 3G coverage. Their 2G coverage is generally second to none, so they need to stop resting on their laurels and running on past glories and get some investment into their UK network and not on sponsoring football shirts and whatever.
When 3G first appeared Glasgow city centre was one of the areas across the UK which was "wired up" for discreet cellular coverage, with lots of infill points to create an experimental "wireless city". AFAIK that network is still there and Voda have access to it, so they have no excuse other than laziness and taking their eye off the ball.
And if you complain to Voda about 3G coverage? They ask for your postcode and offer to send you a femtocell PoS. What has my home postcode got to do with it? It's a bl**dy MOBILE phone - the clue being in the title. It actually works fairly well in my home.
Having spent a year with an I-phone on Voda my business partner ditched them in favour of 3 earlier this year and hasn't looked back, and whenever I get round to retiring my old Nokia I won't be hanging around with Voda either.
ooh, feel better for that now. Good start to a Monday morning...