Cell C to appeal ASA ruling

2010-10-07 18:17

Johannesburg - Cell C on Thursday said it intended appealing the ruling by the Advertising Standards Authority (ASA) that it remove its "4Gs" logo from its print and electronic advertising campaign.

“We will appeal the ruling because we believe that this amounts to corporate bullying,” Cell C CEO Lars Reichelt said in a statement.

“It is Cell C’s view that MTN and Vodacom lodged these complaints in an attempt to distract Cell C which has recently established a major competitive advantage in the marketplace."

The mobile operator said the ASA did not appear to take into account its full and extensive responses to the Vodacom and MTN complaints.

The ASA had ruled that Cell C remove its "unqualified and ambiguous 4Gs" from all its advertising.


The ASA had received complaints from MTN and Vodacom and consumers saying the 4Gs logo was "dishonest and misleading", ASA spokesperson Corn Koch said.

Complainants told the ASA that "consumers will mistake it to be reference to the '4G' standard network, a level up from the existing 3G standard, especially (since) the 's' in '4Gs' is extremely small".

Koch said Cell C submitted that the "4Gs" stood for "4 Great Service" and "4 Great Speed", in line with its "revamp" of its service delivery.

It also argued the converse, that the term could be interpreted to mean that it offers the best data network currently in South Africa.

Cell C had a notice on its website explaining what the "4Gs" stood for, but this was not the case in its print or television advertising.

"These statements, although reasonable, are found to be ambiguous (...) Advertising on one medium cannot be relied on to clear up ambiguity created in another," she said.

Join the conversation!

24.com encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.
Read more on:    mtn  |  cell c  |  vodacom  |  asa  |  cellphones  |  broadband

linking and moving

2015-04-22 07:36

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Inside News24


Rugby World Cup 2015

All the action from the 2015 RWC, including live coverage of all 48 matches, breaking news, fixtures, results, logs - and much more!


Rugby World Cup 2015

6 reasons Boks won’t botch it
Burger hopes for elusive World Cup win
LIVE: Fiji 26-15 Uruguay
Tuilagi banned for five weeks
Traffic Alerts

Are you burning the candle at both ends? Listen to your body and your emotional reactions. Know when to slow down or stop. It is a...read more

There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.