Telkom Broadband package ads under fire

Advertising authority slams Telkom’s advertising, for their broadband package, as misleading

January 30, 2012
Telkom-deal

The Advertising Standards Authority of South Africa (ASA) has ordered Telkom to withdraw an advertisement for their broadband laptop packages.

The Telkom Direct print advertisement shows two laptops with a logo reading “free ADSL and line installation”.  The ad further stated “2 Acer Laptops” and “Only R399pm x 24 months”.

Directly below the ad, in a small, red font, it states “For 2 X 15.6’’ HD LCD Acer Laptops. Excludes Broadband subscription of R219pm”.

One consumer lodged a complaint with the ASA, arguing that the advertisement is misleading as the bold, large amount of R399 is not the total price payable. “The total package is in a much smaller font towards the bottom of the advertisement,” said the complainant.

Telkom argued that the advertisement is not misleading as the total package is specified. “Consumers will pay R399 x 24 months for the laptops but R618 per month for 24 months when the Broadband offer is included,” Telkom is quoted as saying.

The ASA was not convinced by Telkom’s argument, and ruled that the advertisement creates the misleading impression that the total package will cost R399 instead of the real price of R618 per month over 24 months.

The ASA ordered Telkom to withdraw this advertisement with immediate effect and not use it again in the current format.

Telkom Broadband Acer Deal

Telkom Broadband Acer Deal

Tags: ASA, Headline, Telkom

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