The Advertising Standards Authority (ASA) has ordered mobile phone operator Cell C to withdraw its “ambiguous” 4GS advertising campaign.
Representatives of Cell C’s competitors, Vodacom and MTN, complained the campaign is deliberately dishonest and misleading. A number of consumers also complained to the ASA that the 4GS logo implies Cell C’s network standard is one level up from SA’s existing 3G standard – particularly as the “s” is very small.
The ASA was not impressed by Cell C’s argument that 4GS stands for “for great service” or “for great speed – or by its claim that there is a notice on its website explaining what “4GS” means. The campaign has run on TV and billboards and in print advertisements.
ASA communications manager Corné Koch says: “Advertising on one medium cannot be relied on to clear up ambiguity created in another.”
Cell C’s current advertising campaign also features comedian Trevor Noah in which he introduces himself as the brand’s CEO – or customer experience officer.