ASA bans Telkom ads

It is impossible to “do movies, gaming, education, business [and] music” using a 1GB Internet package.

For this reason, the Advertising Standards Authority (ASA) has ruled that Telkom`s “do broadband” advertising campaign is misleading. Both the television and Internet advertisements have to be withdrawn.

In national television adverts, Telkom stated: “…do movies, gaming, education, business, music…”, with the words “includes 1GB Internet usage” appearing at the end of the commercial.

A complaint lodged with the ASA argued DVD-quality movies need at least 4GB and online gaming needs about 20GB a month in order to play daily.

The ASA concurred and said Telkom did not make it clear it was only on more expensive packages, where more than 1GB of broadband is offered, that customers would be able to achieve the performance mentioned in the advertisements.

ASA spokesman Lillian Mlambo says: “We found the advertisements to be misleading, as all the advertised activities cannot be achieved on the 1GB package being offered.”

In addition, the ASA found Telkom`s online advertisements were misleading, as the Web site material did not clearly state the capabilities of each “do” package, thus misleading customers.

It was also found that Telkom could not simply use a disclaimer to rectify “a misleading impression already created by the advertisements”. Both its television and online ads therefore have to be removed and are not to be used again in their current format.

Related stories:
MTN`s ads ruled ‘off side`
Telkom in talks with MTN, Vodafone

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