Third mobile operator Cell C is fighting the ruling by the Advertising Standards Authority (ASA), which recently banned the “4Gs” terminology from the operator's advertising.
Following complaints from MTN and Vodacom, ASA last month ruled that the term is misleading and confusing, and ordered Cell C to remove all reference to it from its advertising within two weeks.
Cell C said at the time that it intended to appeal the ASA's ruling, saying it is disappointed the authority did not appear to take into account its full and extensive responses to the Vodacom and MTN complaints.
CEO Lars Reichelt said the operator will appeal the ruling, because it believes corporate bullying is at play.
However, the company has not revealed much about appealing the issue and last week Cell C was granted a two-week extension, until 4 November, to remove the banned branding.
Now it's been revealed that Cell C is in the process of fighting the ruling. Nonetheless, the company is still obligated to remove the advertising until a ruling has been made on the appeal.
“Yes, Cell C has lodged an appeal with the ASA. Currently, it is out for comment by the complainants. Once we've received comment, a date for the Advertising Industry Tribunal (AIT) will be set. Once that has taken place, a ruling will be issued,” explains Corn`e Koch, communications manager for ASA.
“However, the ruling by the ASA directorate stands until it is dismissed or upheld by the AIT,” she notes.
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