The ASA has ordered MTN to withdraw a series of their print advertisement that appeared in the Sunday Times of 10 June 2007 following a competitor complaint from advertising agency FCB South Africa, on behalf of Vodacom. One of the advertisement is headed, “Turning young men into Bafana Bafana.” and also states, “MTN, proud sponsor of the MTN cup”.
Vodacom is the sponsor for the South African Football Association (SAFA) and of the men’s soccer team which is known as “Bafana Bafana”. The advertisement implies a connection between the MTN and Bafana Bafana, to which it is not entitled.
It is important for advertisers to note that there are a number of ambush marketing activities that are prohibited and that no organisation, other than an official sponsor, may directly or by implication create an impression that its communications relate to a specific event or create an impression that they are an official sponsor of the event.