Vodafone 'misleading' customers on 4G, says rival EE Vodafone was particularly aggressive with its £4.5m campaign. It told users who sign up for a new handset now that they will only have to pay 30pc of the cost of the rest of the contract, should they wish to upgrade to a new mobile and a 4G tariff next year. However, EE has called on Vodafone to axe or change its adverts, and is preparing a complaint to the Advertising Standards Authority. Sources claim that it "denies customers the change to make a simple, clear choice" about how to access 4G in Britain because all the details are "hidden" in the terms and conditions. Vodafone insists it is "simple and transparent." However, the battle has sparked concerns that EE is not making the headway it had hoped for. Olaf Swantee, chief executive, has told staff that sales are "strong ... in the double-figure thousands" but the company has declined to reveal any more detailed figures at this stage. It has stopped handing information about the number of users signing up to its services to GFK, the statistics organisation which calculates market share data for the industry on a weekly basis. Rivals claim it is trying to cover up a lacklustre performance. Vodafone chief Vittorio Colao said earlier this month that EE's head start with 4G had been, at most, "a nuisance."