Not so fast, Cell C
A consumer has lodged a complaint against the Internet and television advertising of Cell C’s data packages with the Advertising Standards Authority of South Africa (ASA) which the body has upheld.
According to the ASA report on the matter, the advertising states, among other things, “South Africa’s fastest mobile internet is here.”
The ASA said that the consumer’s complaint was that despite staying in an area in Johannesburg that supposedly has coverage, and while using an external antenna, he is unable to connect to the “fast” network.
Cell C’s online coverage map also creates the impression that the advertised high speed data is available throughout Johannesburg, which the complainant said is not the case.
Clear Copy responded on behalf of Cell C and explained that it was discovered that the customer had an indoor coverage problem, which Cell C resolved by providing an antenna. Cell C also argued that it was established by a previous ruling that their network is the fastest in South Africa.
Substantiations must be current
In its ruling on the matter the ASA noted that they received the initial complaint in December 2010 and that the complaint seems to indicate that Cell C would have the entire Johannesburg covered by March 2011.
“It is commonly known that the respondent has, since the launch of its latest network, been rolling out its coverage in phases across the country,” the ASA said.
The body said that this is significant, because the Speedtest.net data used to substantiate their previous claims of being the fastest network in South Africa are from September 2010.
“The Directorate is not convinced that results of a survey nearly eight months old still ‘current’ and has ‘market relevance’, particularly given the respondent’s continuing rollout,” the ASA said.
Cell C can’t call themselves the fastest
Based on the above, the claim “South Africa’s fastest mobile internet” in its current format is unsubstantiated and in breach of the advertising Code, the ASA ruled.
The ASA said that Cell C must withdraw the claim with immediate effect and may not be used again in its current format.
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