Why Cell C took legal action against “worst provider” billboard

Cell C said that it needed to take legal action to remove a billboard because it contained personal details of one of its employees, and because the billboard was defamatory (also see: New revelations in Cell C “most useless service provider” billboard).

On Thursday, 6 November 2014, a billboard with the message “Cell C The most useless service provider in SA – Cell C Sandton City” was erected outside the World Wear shopping centre on Beyers Naude Drive.

Shortly after the billboard went up Cell C served the person who commissioned the billboard and the World Wear shopping center with letters of demand to have it removed.

These letters were ignored, and Cell C then launched an urgent court application to have the billboard taken down.

Cell C explained that it was compelled to take such action because the billboard “contains the personal contact details of one of our valued employees”.

Cell C also argues in its court application that the billboard is defamatory, makes unauthorised use of its trademark, and appears to have been put up in contravention of the law.

The case was set to be heard on Monday 10 November, but the court moved the matter to Wednesday 12 November to afford the other parties time to respond.

Changes to billboard on Saturday morning

On Saturday morning, 8 November, the 20m x 5m anti-Cell C billboard was changed. All the Cell C branding was removed using black tape, while the negative messages remained.

MyBroadband spoke to the people who made the changes and they informed us that legal issues regarding the use of Cell C’s branding were behind the alterations.

MyBroadband contacted Beverley, who previously claimed responsibility for the billboard on behalf of “her boss” during a Radio 702 interview. Beverly is linked to the administration of the World Wear shopping centre.

However, Beverly said on Monday morning that she was merely “a person answering the phone”, and would not provide any information about the case.

Original Cell C billboard
Original Cell C billboard
Cell C billboard after changes
Cell C billboard after changes

More on Cell C billboard battle

“Cell C – The most useless service provider in SA”

“Cell C the most useless” billboard changes

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Why Cell C took legal action against “worst provider” billboard