We meant “the fastest network on smartphones”, promise: Vodacom

Vodacom’s claim to have the “fastest 3G network” has landed it in trouble with the Advertising Standards Authority of South Africa (ASA), following a complaint by MTN.

The ASA previously ruled that Vodacom may not use the term “fastest 3G network”, but this claim was made again in a radio commercial a few weeks after the ruling.

The radio advertisement said “Kick start the new year on the fastest 3G network at Vodacom World …”.

MTN lodged a complaint with the ASA, especially considering that a “pre-clearance sanction” is in order.

Vodacom responded through its advertising agency Ireland/Davenport, denying a flagrant breach of the previous ruling.

According to Vodacom there was miscommunication between Vodacom retail and brand teams which led to the incorrect claim “… fastest 3G network …” being used rather than “… the fastest network on smartphones …”.

The ASA said that a breach of its ruling did occur, but said that it does not believe sanctions are warranted.

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