MTN objects to Cell C’s “Now on SA’s Best Network” advert appearing across various media formats, saying it is deliberately crafted to mislead consumers.
Cell C stated it is not a member of the Advertising Regulatory Board and is not subject to its code or jurisdiction.
It explained that Cell C’s network coverage is largely dependent on its partnership with other mobile networks in the country . MTN noted there is no evidence to support the suggestion that Cell C provides SA’s best network. However, it states the overall interpretation of this message is likely to be exactly that.
Cell C also stated the claims do not communicate that it has the best network. It merely communicates that Cell C is now on SA’s best network, a claim which is evidently true, as supported by the various accolades and awards referenced by the complainant and other relevant industry testing, it added.
The watchdog points out that Clause15.3 of Section III states that any direct claims of mobile network superiority must be properly couched to ensure transparency and avoid ambiguity. The essential question here is what the average consumer’s likely takeout would be when faced with the advertiser’s claims, the watchdog notes.It points out that it appears to be common cause that Cell C is not awarded a best network status by any independent test or award, and it is making the claim “Now on SA’s Best Network” based on the fact that it uses Vodacom and MTN infrastructure.
Cell C Now On SA’S Best Network Roaming Advertising Regulatory Board Advertising ARB
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