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Petrol gives change to TV infomercial
In accordance with an Advertising Standards Authority (ASA) ruling, Petrol, a dial up service provider of mobile and fixed line airtime, has withdrawn a television infomercial after the ASA upheld a complaint that the infomercial directly compared the Petrol service to that of a competitor.
The infomercial showed a customer at a vending machine that sells pre-paid airtime phone cards unwilling to make a transaction because a notice on the vending machine clearly states that no change is given. The maker of the vending machine has asserted that this is tantamount to unjust comparative advertising.
Kevin Cholwich, CEO of Petrol, says, "This excerpt of the infomercial was filmed at an actual, working vending machine, however, we are re-editing the infomercial and are removing the material offensive to the complainant."
"We can certainly claim service offerings and customer benefits that no other competitor can," says Cholwich. "The conveniences we provide for customers of pre-paid airtime are numerous and we are confident that no other service provider can match our internationally patented product."
Cholwich says, "Our re-edited infomercial will continue to explain the many benefits of the Petrol service and in a manner compliant with South African advertising standards."
