MTN Mahala everyday under fire
The Advertising Standards Authority of South Africa (ASA) has dismissed a complaint against an MTN advertisement for its recently reintroduced “Mahala” promotion.
Clear Copy, on behalf of Cell C, lodged a complaint with the ASA in which it said that MTN’s advertisement was misleading.
Using the recharge value of R60 as an example, Cell C said it is unclear whether subscribers get 50% (R30) for free with the recharge every day for 7 days, or whether it’s a once-off bonus allocation of R30.
Cell C also said that it isn’t clear how the 50% works: do subscribers only pay R30 to recharge for R60, or do they get R90 in total?
In its ruling on the matter, the ASA Directorate said: “It is highly unlikely that any reasonable consumer would expect to receive 50% of the value of his recharge amount more than once if he/she only recharges once. This is especially so in light of the illustrated examples in the advertisement.”
There is also no ambiguity in how the 50% “Mahala” airtime works, the ASA said.
“It is clear that the customer receives 50% of the recharge amount as bonus airtime,” the ASA said, dismissing the complaint.
“MTN Mahala is back” advertisement
More on MTN and Mahala
“Mahala” not exclusive to MTN: ASA
MTN loses out on Myanmar licence
MTN data price reductions extended
MTN Mahala Data promotion launched
Loading ...