The Advertising Standards Authority (ASA), which on Thursday found almost entirely in favour of Vodacom over complaints against its rival Cell C’s controversial new advertising campaign, will now consider sanctions against the smaller operator if it finds its “behaviour indicates a pattern of deliberate and/or flagrant abuse”.
This follows a request by Vodacom to consider sanctions against Cell C in light of the fact that there are “six adverse rulings against [Cell C] in the last 12 months”.
“First, however, the parties will be given an opportunity to comment on the issue of sanctions,” the ASA says. “The complainant [Vodacom] will first be given 10 days to comment, after which the respondent [Cell C] will be given 10 days to comment.”
Vodacom has taken issue with a series of new radio and television advertisements flighted by Cell C since last Friday. The ads take the mickey out of Vodacom’s decision to rebrand to the red corporate colours and imagery of its parent, the UK’s Vodafone. They also claim that Cell C has SA’s leading mobile broadband network.
According to the ASA, which regulates the advertising industry, Vodacom has said that Cell C “has been found to make inaccurate claims in many of the previous matters ruled against in recent months”.
It’s understood that the ASA, if it decides to impose sanctions, could require Cell C to seek its authorisation first before it flights any future campaigns.
“In addition, [Vodacom] pointed out that the campaign at issue is a clear and deliberate attempt to stifle the complainant’s new rebranding campaign, and is likely to be repeated in the weeks to come. This, coupled with the previous rulings, shows the respondent’s tendency to make use of opportunistic campaigns to gain maximum (undeserved) benefit knowing that such claims and actions contravene the [ASA’s] code.”
The ASA met urgently to consider Vodacom’s complaints and on Thursday found almost entirely in the company’s favour, ordering Cell C to suspend its newest advertising campaign. — Staff reporter, TechCentral
