ASA rules against "4G^s", Cell C to appeal

The complaints state that the "4GS" logo is dishonest and misleading, and that consumers will think it refers to the 4G standard network, a level up from the existing 3G standard, especially as the "s" in "4G^s" is extremely small.

Cell C submitted that the "4G^s" stands for "4 Great Service" and "4 Great Speed", in line with its "revamp" of its service delivering. Interestingly, it also argues the converse: that the term could be interpreted to mean that it offers the best data network currently in South Africa.

Ambiguos

These statements, although reasonable, have been found to be ambiguous by the ASA, which says that while it's true that Cell C has a notice on its website indicating what "4G^s" stand for, this is of no consequence to either its print or television advertising.

"Advertising on one medium cannot be relied on to clear up ambiguity created in another," explains Corné Koch, ASA communications manager.

The directorate further rejected substantiation provided for the claims: "They are supposedly building the first 4G^s network in the Southern Hemisphere" and "Cell C are building a 4G^s network that is apparently the most advanced in the Southern Hemisphere".

These claims, together with the unqualified and ambiguous "4G^s", must be withdrawn with immediate effect on receipt of the ruling, adds Koch.

"Naturally disappointed"

A statement from Cell C says it "naturally disappointed by the ruling especially as the ASA did not appear to take into account Cell C's full and extensive responses to the Vodacom and MTN complaints."

"We will appeal the ruling because we believe that this amounts to corporate bullying," comments Cell C CEO Lars Reichelt. "It is Cell C's view that MTN and Vodacom lodged these complaints in an attempt to distract Cell C which has recently established a major competitive advantage in the marketplace."

Read the full ruling. For more, go to www.asasa.org.za.

Last updated at 1.31pm on 7 October 2010.