Cellphone industry revising advertising rules
2006-02-09
THE cellphone industry in co-operation with the Advertising Standards Authority (ASA) has developed new rules to ensure that the cost of cellphone contracts will in future be clear and unambiguous to the consumer. The new rules will come into effect on 1 February.
The move follows a notice to major players in this industry, advising them that cellphone advertising practices will be investigated by the Consumer Affairs Committee of the Department of Trade and Industry in terms of the Consumer Affairs (Unfair Business Practices Act) (Act 71 of 1988).
A hearing on this matter was convened in September, in Pretoria, where all the cellphone networks gave an undertaking to fully co-operate with the ASA to resolve the concerns of the Consumer Affairs Committee. The ASA played a leading role in facilitating this process.
The major players, Vodacom, MTN and Cell C voluntarily agreed on new rules.
The rules now stipulate that: Advertisements for post-paid cellular telephone services in all media shall prominently state the minimum total monthly costs at which that contract can be entered into, and the time period for which the contract is valid.
If at the time of submitting an advertisement for publication, the advertiser is aware that the minimum total monthly cost will vary during any period of the contract period, other than by the regulated tariff increases, the initial minimum total monthly cost and time period for which it is valid must be stated; and the subsequent minimum total monthly cost and time period for which it is valid.
Advertisements shall state, “conditions apply” (see www.asasa.org.za for more).
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