Cell C loses 'power to you' battle with Vodacom
The Advertising Industry Tribunal has ruled against an appeal by Cell C against a decision by the Advertising Standards Authority that its use of the "power to you" payoff line in its advertising was in contravention of the authority's advertising codes. The original complaint had been brought by Vodacom and its parent, the UK's Vodafone.
The complaint dates back to December 2010, when Cell C flighted advertisements on the SABC that contained the phrase "power to you". Vodafone and Vodacom have both used "power to you" in their campaigns and the authority ruled against Cell C in the matter, prompting the appeal.
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