The Advertising Standards Authority has overturned a previous decision that Vodacom may no longer use the term “broadband” in advertising for its third-generation mobile network.
Earlier this year, the authority told Vodacom to remove all references to broadband in its advertising, after it failed to provide enough proof that it could provide broadband speeds across its entire network.
The ruling against Vodacom was conditional on the group proving it could provide the required speeds across the majority of its network.
According to government broadband policy, SA adopts the same definition of broadband as the International Telecommunication Union, namely speeds of above 256kbit/s.
Vodacom fought back after the initial ruling, bringing in testimony to the authority from several experts to prove its network was capable of providing speeds of over 256kbit/s.
Catalyst Research & Strategy MD Mike Charnas conducted a study of over 500 000 users, testing the speed performance of each user. His study found that 84% of users “achieved speeds in excess of 256kbit/s.
Several other reports were also submitted, bringing the number of users receiving the required speeds to 94%.
The reports were the proof Vodacom needed and the authority has overturned its original ruling.
“Accordingly, any reference to the term broadband in its advertising is now substantiated and therefore not misleading,” says the authority. — Candice Jones, TechCentral