Third mobile operator Cell C has had little respite from its mobile rivals, who continue to slam the company's controversial advertising campaign.
In the latest salvo, the country's second-biggest mobile operator, MTN, launched its third attack on Cell C's advertising claims at the Advertising Standards Authority (ASA).
The advert in dispute, which appeared in various newspapers towards the end of last year, was in the form of a letter written by Cell C CEO Lars Reichelt addressing the South African cellphone user. The advert markets the company's new network speed, service and savings claims.
While the ASA has dismissed most aspects of MTN's latest complaint, the authority has ordered Cell C to remove the statement saying: “Cell C is already the leading Internet provider in PE, DBN, CT and JHB, according to the latest statistics from speedtest.net.”
Explaining its decision, the ASA says the advert was published before Cell C had unveiled its new network in Johannesburg, and could, therefore, not make the claim for the Johannesburg region at the time.
Also, the statistics on which the advert is based are not applicable, as they were published before the network was rolled out in Johannesburg, argues the authority.
Other than this ruling, the ASA found no merit in MTN's other arguments and, therefore, no sanctions were imposed on Cell C.
No relief
Reichelt previously stated that he believes that corporate bullying is at play.
In its previous run-in with the ASA, in October last year, Cell C was ordered to remove any reference to “4Gs” from its new network branding, following complaints by MTN and Vodacom. The operator is currently appealing the ruling.
MTN also complained to the ASA about Cell C's network speed claims. MTN argued that Cell C had based its statements on a survey done by a local online publication, but that the operator had no way to verify the findings of the survey.
At the time, the authority dismissed MTN's claims, saying objections to the survey must be addressed to the publication and not Cell C.
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