8ta’s advertisement shows a pink ball with the words “95c per minute”; below this, the words “South Africa’s LOWEST Call Rate” appear.
Cell C said that its 99c per minute rate applies irrespective of whether you are a prepaid or contract customer. “This rate is the lowest barring any special packages or aggregates,” said Cell C.
Cell C argued that 8ta’s prepaid call rate is actually R1.90 per minute – much higher than its 99c per minute. “8ta does not offer a 95c per minute standard rate,” said Cell C.
“What they do offer is a standard call rate of R1.90, but when one recharges, one’s airtime is doubled.”
Cell C argued that the average consumer would interpret 8ta’s claim to mean “where I pay 99c a minute for Cell C, I pay 95c a minute for 8ta”.
Cell C argued that 8ta’s claim is, therefore, untrue and misleading.
8ta argued that its commercial merely drew attention to the fact that it was possible to make a call for 95c per minute on 8ta, and that it was up to the customer to find out how this can be done.
8ta said that it will make amendments to the heading “95c per minute South Africa’s lowest call rate”, and that reference shall be made to the fact that R1.90 is the standard rate.
The ASA accepted 8ta’s commitment to change the advertisement, and therefore did not consider the matter.