A recent DStv BoxOffice advertisement resulted in an Advertising Standards Authority of South Africa (ASA) complaint, because an “access fee” is payable over and above the movie rental fee.
The complainant argued the advertisement, which promoted the DStv BoxOffice movie rental service, was misleading because there was “no mention of the fact that an access fee is payable over and above the movie rental fee”.
MultiChoice responded, stating that a disclaimer is displayed towards the end of the advertisement:
BoxOffice available in selected countries and on selected packages on PVR / Explora. Active Access fee required. Movies available for 24 hours after rental.
MultiChoice conceded that the time the disclaimer remained on screen may not have been sufficient for the complainant to read, which was an error in the production of the commercial.
“The commercial has been discontinued and the error will be rectified in future advertisements,” said MultiChoice.
The ASA said MultiChoice’s undertaking to discontinue the commercial addressed the complainant’s immediate concerns, and a ruling was not required.