The advertising agency FCB South Africa lodged a complaint, on behalf of Vodacom, against MTN’s print advertisement that appeared in the Sunday Times on the 10th of June 2007. <\/p>\n
Vodacom says that in one version of the MTN advertisement named ‘Turning Young Men into Bafana Bafana’ it also states that ‘MTN, proud sponsor of the MTN Cup’. Another version of the advertisement claims ‘MTN, proud sponsor of the MTN under 16 Cup’.<\/p>\n
This got Vodacom hot under the collar as they are in fact the sponsor for the South African Football Association (SAFA) and hence of the men’s soccer team which is known as “Bafana Bafana”.<\/p>\n
“The advertisement in question creates the impression that there is some link between MTN and Bafana Bafana. This is contrary to the Sponsorship Code,” the Vodacom complaint says.<\/p>\n
MTN said that they acknowledge that Vodacom has certain rights with respect to SAFA, but noted that it does not allege exclusive rights of the words “Bafana Bafana”. The company further said that no connection between MTN and Bafana Bafana is implied or attempted and there is no possibility of confusion or imitation.<\/p>\n
The Advertising Standards Authority of South Africa (ASA) was not convinced, and said that the advertisement is likely to imply a connection between MTN and Bafana Bafana, to which it is not entitled to.<\/p>\n
It ordered MTN to withdraw this advertising campaign with immediate effect and that it may not be used again in their current format.<\/p>\n