The ad stated, “It’s a myth that Canadians pay some of the highest wireless prices in the world,” but cited a PwC study that Ad Standards Canada said provided no support for the claim. Telus said it’s confident its claim is accurate. (CBC)

Talking point: Ad Standards Canada can’t issue fines, but can report violators to the Competition Bureau. The bureau has spent much of the past few years criticizing Telus—as well as Rogers and Bell—for the prices they charge consumers. Telus is also facing pressure from the federal government, which has repeatedly called on the Big Three telecoms to cut their prices. So far, the calls don’t appear to be affecting Telus’s behaviour. It’s still using the ad, and telecom prices are down 25 per cent in just one province out of 10. And in August, the federal cabinet sided with the large telecoms in their ongoing dispute with smaller firms about how much to charge for wholesale internet rates.