DStv On Demand and MWEB ADSL restriction under fire
The Directorate of the Advertising Standards Authority of South Africa (ASA) ruled in favour of a consumer complaint about MultiChoice’s advertising of DStv On Demand on 29 July.
In two television commercials as well as a newsletter dated 5 May, MultiChoice advertised the DStv On Demand service launched on the same date.
According to the complaint MultiChoice didn’t disclose the fact that DStv Premium subscribers also had to be MWEB ADSL subscribers in order to use the service.
MultiChoice argued that it had made very clear in all its communications that the service would initially only be available to MWEB ADSL users. MultiChoice added that they also made the point that the service is currently restricted to MWEB in their 6.5 minute commercial.
The ASA says that according to MultiChoice the newletter wasn’t marketing material, but rather informed HD PVR subscribers about the updated software that was available. MultiChoice went on to clarify that the newsletter didn’t explain how to use the service but rather directed subscribers at their DStv On Demand website where the restrictions were displayed.
Regarding newsletters as marketing material the ASA Directorate stated that “the Directorate wishes to clarify that the newsletter sent to members on a regular basis could still be regarded as advertising for the purposes of the Code.”
The ASA Directorate acknowledged that the DStv On Demand website as well as the 6.5 minute promo it was supplied made mention of the MWEB ADSL restriction.
However, the ASA ruled in favour of the complainant with regards to the newsletter and a 35 second version of the longer promo which it found didn’t mention the restriction.
The ASA ordered MultiChoice to “withdraw these pieces of advertising in their current format.”
MultiChoice declined to comment on whether On Demand would become available to DStv Premium subscribers using other means than MWEB ADSL to connect to the Internet.
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