Cell C recently withdrew an advertisement in which the company claimed “Affordable Internet only 5c/MB”.
This action followed an Advertising Standards Authority of South Africa (ASA) complaint by a consumer who argued that the advertisement is misleading as the actual cost is 7.3c per MB and not 5c as advertised.
Cell C’s R2,999 for 60GB service does indeed offer data at 5c per MB, but the consumer highlighted that the advertisement seems to refer to the 24GB service (2GB per month) for R149, which translates into 7c per MB.
Clear Copy, on behalf of Cell C, explained that the pricing indicated actually applies to the ‘R2,999/5GB’ monthly deal. “The R149 Post-paid offer should read 7c per MB as pointed out by the complainant,” Clear Copy said.
Cell C undertook to immediately withdraw all such advertising and apologised to the complainant for the inconvenience.