Subscribe

Cell C withdraws ad

Nicola Mawson
By Nicola Mawson, Contributor.
Johannesburg, 24 Aug 2006

Cell C has withdrawn an "offensive" print advertisement after the Advertising Standards Authority (ASA) received complaints.

The advertisement, which stated: "Our competitors trying to convince you that their call rates are 'the lowest`, is like your folks insisting that bowls is a sport for everyone," provoked a complaint from Bowls SA.

On Wednesday, the authority issued a statement in which it said that Cell C had undertaken to withdraw the advertisement.

Bowls SA contended that the advertisement is disparaging of bowls as a sport. The advertising agency Net#work BBDO responded on behalf of Cell C, saying it had no intention of offending the sport of bowls in SA. "It apologised for any discomfort the advertisement may have caused among members of the sport," said the ASA.

As a result of the "unforeseen sensitivities" evoked by the advertisement, the media agency undertook to stop running - and never run again - the advertisement.

The ruling by the ASA directorate states it has a "long-standing principle which holds that, where an advertiser provides an unequivocal undertaking to withdraw or amend its advertising in a manner that addresses the concerns raised, that undertaking is accepted without considering the merits of the matter."

As such, Cell C`s undertaking was accepted on condition that the advertisement is withdrawn in its current format and is not used again in the future.

Cell C could not be reached for comment.

Related story:
Virgin Mobile TV ad stays

Share