Third mobile operator Cell C has been given an extension by the Advertising Standards Authority (ASA) to remove all of its outdoor branding materials that feature the now banned “4Gs” terminology.
In an October ruling, ASA ruled against the operator's advertising campaign, making use of what it termed an “unqualified and ambiguous 4Gs logo”. Cell C was instructed to withdraw this logo from all media in which it appears, with immediate effect, within a two-week deadline.
Subsequent to the hearings, Cell C's attorneys, Edward Nathan Sonnenbergs, submitted that it has already withdrawn the logo from all advertising.
However, the outdoor advertising spans various cities throughout SA, on buses, taxis, buildings, billboards, as well as at numerous shopping malls, taxi ranks and stations, explained the attorney.
Given the logistical implications of removing all these advertisements within the two-week period imposed, Cell requested, and has been granted, a two-week extension to comply insofar as outdoor advertising is concerned.
Cell C now has until 4 November to ensure compliance in relation to its outdoor advertising.
Earlier this year, MTN, Vodacom and several consumers laid complaints against Cell C's advertising campaign, which includes a logo reflecting “4Gs” and the claim it is building the first 4Gs network in the southern hemisphere.
The complaints stated that the claims are misleading, since consumers will mistake it to be a reference to the “4G” standard of network.
The authority investigated the dispute and recently ruled that the term “4Gs” was misleading and dishonest. Cell C noted at the time that it would appeal the authority's decision.
Cell C CEO Lars Reichelt later published a letter of apology in leading daily newspapers across the country, saying that reference to the 4Gs (4 great speed and 4 great service) terminology was only a marketing term, and apologised for any confusion surrounding the term.
Share