ASA shuts down Cell C campaign

2010-10-07 14:34

kalahari.com

Cape Town - The Advertising Standards Authority has found that mobile operator Cell C's 4G campaign is misleading and dishonest.

The ASA was responding to complaints lodged by competitors MTN and Vodacom over Cell C's campaign that featured the 4Gs logo in both print and electronic media.

"The complainants, in essence, submitted that the respondent's '4Gs' logo is dishonest and misleading as consumers will mistake it to be a reference to the '4G standard of network. This is especially so as the 's' in '4Gs' is extremely small.

Consumers have become accustomed to seeing the term '3G' in connection with broadband capable devices in South Africa, which always denotes speed and connectivity capability," the ASA said in its ruling.

Cell C has been driving its connectivity as "speedcover 4Gs" in several cities, including Port Elizabeth, Bloemfontein, East London and Cape Town.

'Big positive'

"Cell C's 4GS network has come to the Mother City covering 94% of the population with average speeds of between 4 - 7 Mbps and the best broadband pricing in South Africa," Cell C CEO Lars P Reichelt said in a statement to News24.

The ASA found that the networking, in essence, was "on par" with competitors, and the company was offering a competitive advantage that it "did not possess".

In its response Cell C said that its 4Gs was not a technical term and the company was using it to highlight its service. It also disputed that it was subject to the ASA as information was "conveyed in editorial publicity".

Vodacom welcomed the ruling.

"We welcome the decision, it's a big positive for the consumer," Vodacom's Richard Boorman told News24. He said that there was an internationally accepted definition of 4G and Cell C didn't have it.

The ASA however, ruled that Cell C may not use the 4Gs logo, and the campaign must be withdrawn.


- Follow Duncan on Twitter
 
- News24

Read more on:    mtn  |  cell c  |  vodacom  |  mobile
NEXT ON NEWS24X

SHARE:

Read News24’s Comments Policy

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
116 comments
Add your comment
Comment 0 characters remaining
 

Inside News24

 
/News
 
Traffic
Lottery
 
  • Monday Langa - 18:47 PM
    Road name: N7 Vanguard Drive Southbound
    DELAYS between Viking Way and the N2 Highway
  • Monday Cape Town - 18:46 PM
    Road name: MetroRail
    Cape Flats Line - Delays of 40-50 MINUTES due to a broken down train at Pinelands
 
More traffic reports...
 

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Magical Massinga

Spend 5 nights at the gorgeous Massinga Beach Lodge in Mozambique and only pay for 4 from R13 220 per person sharing. Includes return flights, accommodation, transfers and romantic turndown. Book now!

Kalahari.com - shop online today

2 TV Series for R250

Get 2 TV Series box sets for R250 and save up to R148! Offer valid while stocks last. Shop now!

Mind blowing deals on beauty & fragrances

Save up to 30% off beauty and fragrances. Offer valid while stocks last. Shop now!

Up to 50% off hair care products!

Save up to 50% on professional hair care products at kalahari.com. Offer valid while stocks last. Shop now!

30% off academic books

Score a mind blowing 30% off academic books! Offer valid while stocks last. Shop now!

Mind blowing deals on electronics!

Save up to 35% on electronics. Offer valid while stocks last. Shop now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

DSTV Drifta Mobile Decoder

The Drifta DStv Mobile Decoder lets you enjoy a selection...

From R499.00

I'm shopping for:

Horoscopes
Aquarius
Aquarius

There is a strong emphasis on relationships. Obsession, emotional disputes, retaliation or competitive actions are highlighted....read more

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

Hello 

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.

Settings

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.