4Gs' fate sealed?
According to a ruling published by the Advertising Standards Authority of South Africa (ASA), Cell C has applied for an extension to remove their outdoor advertisements that carry the 4Gs logo.
“The fact that the respondent is ex facie compliant on all other media would suggest that it is approaching the ASA in a bona fide manner and with a genuine attempt to comply,” the ASA said in its ruling whether Cell C should receive an extension.
This is a strange turn of events as Cell C promised to fight the ASA’s original ruling on complaints lodged by MTN and Vodacom.
MTN and Vodacom laid complaints against Cell C’s 4Gs logo, calling it “dishonest and misleading.”
The ASA ruled in favour of the two operators and instructed Cell C to remove it from their advertising, but Cell C vowed to fight the decision.
“We will appeal the ruling because we believe that this amounts to corporate bullying,” Cell C’s CEO Lars Reichelt said. “It is Cell C’s view that MTN and Vodacom lodged these complaints in an attempt to distract Cell C which has recently established a major competitive advantage in the marketplace.”
Cell C applies for extension to comply
Based on the ASA’s latest ruling on the matter it would seem that Cell C has given up fighting for 4Gs.
The attorneys representing Cell C submitted to the ASA that the operator has removed the logo from all advertising. However, they requested some additional time for Cell C to remove the logo from their outdoor advertisements according to the ASA report.
The report said that the attorneys submitted documents to prove that the logistics involved in removing the logo from all outdoor advertising warrants a two week extension to the original compliance deadline.
According to the ASA the usual deadline is two weeks from the ruling, in this case 20 October 2010. With the two week extension all 4Gs logos would have to be removed from Cell C’s advertisements by Thursday this week (4 November 2010).
MTN opposes request for extension
MTN feels that Cell C has done too little to comply with the ASA’s instruction according to the report from the ASA.
In support of this argument, MTN reportedly attached photographs of outdoor advertising appearing on the M1 North, Oxford Road, and Fredman Drive, all in and around the Sandton area which, at 20 October 2010 still featured this logo.
In addition, MTN referred to the Cell C’s October brochure as well as cardboard paper cup sleeves placed on take-away coffee cups at Vida e Caffe in Sandton City.
“This request for an extension seems little more than an attempt to continue to exploit and gain further leverage from its misleading logo,” the ASA reported MTN as saying.
Extension granted
Despite MTN’s objections the ASA granted Cell C an extension until 4 November 2010.
According to the ruling the ASA described Cell C’s task of removing the branding from their outdoor advertising as “mammoth.” The fact that Cell C has been compliant with all other forms of advertising counted in the operator’s favour, the ASA report also said.
Cell C did not comment on their plans for their 4Gs brand by the time of publication.
4Gs’ fate sealed? << Comments and views
Loading ...