The Advertising Standards Authority of South Africa (ASA) recently published a ruling on a consumer complaint regarding a television advertisement for the DStv Explora decoder.
According to the complaint, the commercial was about the Explora’s Super SlowMo feature, but didn’t adequately highlight DStv’s PVR access fee of R75 per month.
The closing scene of the ad reportedly showed an image of the decoder and displayed the following disclaimer for two seconds in a small, white font:
Terms and conditions apply
R75 or your country’s specific monthly access fee is applicable
Responding to the complaint, MultiChoice told the ASA that the purpose of the ad was to promote the slow-motion feature of the Explora PVR decoder, but that the series of commercials ended in May 2014 and would not be repeated in the same format.
The ASA accepted MultiChoice’s undertaking to not air the advertisements again in their current format, but added that the pay-TV operator should consider the following provision in the Code of Advertising Practice:
“Where material information is superimposed on screen, the print shall be clearly visible and remain on screen long enough to be easily read by the hypothetical reasonable viewer.”