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Greater censure for ambush marketers
MTN was recently hauled over the coals for placing an ad in The Sunday Times that implied a connection with Bafana Bafana. As the national football team is very visibly sponsored by Vodacom it's obvious that MTN knew very well what they were doing.
They or their ad agency probably weighed up the value of the exposure to the risk of being forced to "withdraw" the ad after an ASA ruling (how can you really "withdraw" an ad that's already been sent out in a print publication?).
Perhaps if the offending party were forced to print a retraction in the same publication and foot the bill for it themselves they would be more circumspect about conducting themselves so underhandedly.
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