Ezemvelo accused of ‘bait marketing’

2012-02-14 00:00

EZEMVELO KZN Wildlife refused free entry to loyalty card holders wanting to watch the Midmar Mile, frustrating Pietermaritzburg resident Ettienne Swart and others who had paid R495 for a year’s unlimited free daily entrance into any of Ezemvelo’s parks.

“There were no prior warnings given to card holders about this,” said Swart. “What it boils down to is false advertising.”

He said he was considering cancelling his card and wanted his weekend spending reimbursed.

Swart questioned whether people wanting to enter the Midmar Dam reserve to do things other than watch the Midmar Mile, such as fishing, would also have been disallowed from using their cards.

Ezemvelo KZN Wildlife CEO Bandile Mkhize was surprised by the complaint. “Members of the public who purchase a Rhino Gold Card know that this card will not gain them entry on special occasions, which include the Midmar Mile, musical events and New Year’s Eve celebrations.”

However, nowhere in the terms and conditions does it state that the use of the card is subject to special events. When pressed on the matter, Mkhize admitted that a list of special events does not exist.

Attorney Gareth Cremen, who specialises in consumer protection legislation, said that if prospective subscribers were led to believe that the card gave them unlimited access while it did not, it would amount to “bait marketing”.

Mkhize said: “People need to understand that this event happens once a year. They will not be expected to face these situations every day.”

He said a planning committee from Ezemvelo is in talks with the Midmar Mile event organisers to “find a way forward” on the use of Rhino Gold Cards.

Gold card holders who feel they were unfairly treated should e-mail their complaints tocustomercare@kznwildlife.com

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.

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

Traffic Alerts
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.