The Advertising Standards Authority (ASA) has upheld a complaint that a Vodacom TV commercial for 3G services is misleading, as it does not deliver on its promise of super-fast speeds, regardless of the user`s location.
The commercial was broadcast on DSTV channel 52 on 1 March. The ASA ruled the commercial did not clarify that, while Vodacom`s 3G service is fast, the backup GPRS service is not.
The commercial claimed the Vodafone mobile connect card connects the user to the Vodacom network at super-fast speeds - no more fixed-lines and no slow downloads. It also offered instant high-speed access, regardless of location.
However, Marcel Gradidge, who lodged the complaint, submitted to the ASA that he had numerous problems with connectivity using the Vodafone mobile connect card. He also submitted that the GPRS function, when active, was slower than normal telephone lines.
FCB South Africa, the advertising agency that developed the commercial, submitted, on behalf of Vodacom, that the mobile provider never claimed to have 3G in all areas. Should 3G coverage not be available, the user can connect using the GPRS coverage, they said.
The ASA ruled that the commercial omits the fact that the GPRS service, which offers speeds of up to 80Kbps, is considerably slower than 3G, which provides speeds up to 384Kbps.
Vodacom says it abides by the ASA`s code and will no longer flight the commercial.
Rudolph Muller, founder of MyADSL, says it would be great if the ASA could force local broadband providers to clearly state the expected speeds, usage restrictions and the limitations placed on each service. This would protect consumers against misleading information, he says.
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