![\"Jackie](\"\/news\/wp-content\/uploads\/thumbnail\/people\/Jackie-Rakitla.jpg\" "\\"Jackie")
According to the complaint this is misleading because the ability to pause, rewind and use slow motion should be inherent in the product.<\/p>\nMultiChoice aired a commercial across various DStv channels promoting the features of its personal video recorder (PVR) decoder which led to a complaint being lodged with the ASA.<\/p>\n
According to the Advertising Standards Authority (ASA) of South Africa’s report, the commercial features a male character sitting on a couch in a lounge explaining the different functions of a PVR decoder.<\/p>\n
This includes features such as pausing, rewinding and playing live television in slow motion.<\/p>\n
The following wording appears on the screen underneath a decoder:<\/p>\n
HD PVR DECODER<\/p>\n
NOW ONLY R1 899<\/p>\n
A disclaimer at the bottom of the screen reads “Contact your nearest MultiChoice office or agent for local pricing” and below that in an even smaller font, “SA only – while stocks last – Excludes dish & installation – T’s & C’s apply – Decoder models vary per country”.<\/p>\n
The ASA summarised the complaint, saying that the complainant submitted that the advertisement was misleading as MultiChoice’s PVR’s won’t perform the functions unless a PVR access fee is paid in addition to the purchase price and existing DStv subscription.<\/p>\n
According to the complaint this is misleading because the ability to pause, rewind and use slow motion should be inherent in the product.<\/p>\n
The ASA reported that MultiChoice addressed the merits of the matter but also said that they would discontinue the commercial.<\/p>\n
“The ad in question has since been amended,” said Jackie Rakitla<\/a>, general manager of corporate affairs at MultiChoice South Africa. “There was no intention from MultiChoice to mislead.”<\/p>\n Details of MultiChoice’s response weren’t provided and the merits of the issue not considered as the ASA has a long-standing principle to accept an undertaking from an advertiser to withdraw or amend an advertisement in a way that addresses the concerns raised.<\/p>\n