Multichoice will no longer run a television advertisement promoting its decoder exchange arrangement for viewers, the Advertising Standards Authority (ASA) has heard.
Consumers complained that the commercial indicated that Multichoice was swapping old decoders free of charge, and that customers simply needed to visit their nearest Multichoice agent and “make the swap for a new one”.
At one point during the commercial, a small disclaimer, appearing in white font against a light green background reads: “Terms and Conditions apply. Not applicable to SA.”
“In essence, the complainants argued that the commercial (which was broadcast in South Africa) was misleading, because the trade-in offer is only available to viewers outside South Africa,” ASA said.
Multichoice said the offer was meant for viewers outside South Africa, but that the viewers shared the same satellite as South African viewers, which was why the commercial was also seen here.
However, Multichoice said it had discontinued the commercial and it would not be used again.
“The directorate is inclined to agree with the complainants that the disclaimer is hardly legible, appears for such a short period and is not prominent at all,” ASA said.
“However, as the respondent appears to concede this point, and as it has since removed the commercial with permanent effect, the directorate regards this as an adequate resolution to the matter at hand.”