E.tv ''much badder''

The Advertising Standards Authority has upheld a complaint that e.tv's "much badder" slogan took advantage of aspects of SABC3's "much better" slogan and ad campaign without their permission. The ASA deemed that the likelihood of confusion and deception was not inconsequential and that SABC3 may have suffered a loss in potential advertising value. E.tv has been ordered to withdraw the advertising in question.