Two hours of telephone calls a day is not ‘unlimited’, advertising regulator tells MTN | BISouthAfrica
SA’s advertising regulator ruled that MTN’s claim that it offers unlimited minutes is misleading, and the operator has been told to remove the claims within two weeks.
The regulator said that while it's common practice to use an asterisk, it can’t be used to correct a misleading claim. Cellular network giant MTN has two weeks to remove misleading claims that its sky packages have “unlimited” voice minutes which really only amounts to 3,600 minutes a month,MTN advertised its sky packages at a discount during Black Friday in November, and claimed that it had unlimited voice calling minutes for subscribers, followed by an asterisk.
“To say that there are ‘unlimited’ minutes and then clarify that the minutes are limited to 3600 is like saying that an item is free, except that you have to pay for some of it,” the ARB said in its ruling. “It is two contradictory statements and is therefore inherently misleading.” The ARB said unlike industry terms such as ‘uncapped’ which has a very specific meaning, ‘unlimited’ is “an ordinary word with an absolutely clear meaning.”
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