The Advertising Standards Authority of South Africa (ASA) has ruled that Cell C\u2019s claim of having the widest network coverage in South Africa is misleading.<\/p>\n
A\u00a0Cell C billboard stated \u201cWidest Network Coverage\u201d, with a small disclaimer reading “2G, 3G, LTE, and Wi-Fi calling. Terms and Conditions apply\u201d.<\/p>\n
Vodacom disagreed with the advert and lodged a complaint with the ASA, arguing that Cell C\u2019s claim was misleading and unsubstantiated.<\/p>\n
Vodacom said\u00a0that OpenSignal, which monitors the coverage and performance of mobile operators worldwide, recognises Vodacom as having\u00a0the best coverage in South Africa.<\/p>\n
According to the OpenSignal research, Cell C occupied fourth place\u00a0in South Africa as of 11 March 2016.<\/p>\n
Cell C countered, saying\u00a0it shifted the goal posts in terms of cellular coverage by enabling Wi-Fi calling.<\/p>\n
\u201cBy allowing for Wi-Fi calling, we have effectively turned every Wi-Fi hotspot across the globe into a Cell C tower, allowing customers to make and receive calls, and send and receive SMSes,\u201d said Cell C.<\/p>\n
Cell C said its widest coverage claim was based on\u00a0its 2G, 3G, LTE, and Wi-Fi networks in combination\u00a0with the Vodacom towers it relies\u00a0on for roaming, as well as the thousands of Wi-Fi hotspots available.<\/p>\n
The ASA was not convinced, stating\u00a0that Cell C\u2019s argument fails to address the fact that these networks overlap, compounding its overall coverage as opposed to extending it.<\/p>\n
The ASA also had its reservations about Cell C\u2019s incorporation of all Wi-Fi networks into the equation, as opposed to those it can guarantee will allow its customers access.<\/p>\n
The ASA ruled that Cell C\u2019s \u201cWidest Network Coverage\u201d claim was misleading, and should be withdrawn with immediate effect.<\/p>\n
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