Vodacom has to withdraw claims that it has South Africa’s “fastest” and “widest” 3G network as these have not been substantiated and are therefore in breach of the code of advertising practice.
These are the findings of the Advertising Standards Authority, which has instructed Vodacom to desist from making the claims until it is able to verify them “unequivocally”. The rulings follow complaints by rival MTN.
A third complaint against Vodacom by MTN — protesting against Vodacom’s claim that it has the “fastest network for smartphones” — was not upheld. The authority found that this claim by Vodacom was substantiated.
In a complaint dated 7 November, Webber Wentzel attorneys, on behalf of MTN, lodged a complaint against a Vodacom television advertisement that includes a voice-over that claims Vodacom has the “fastest 3G network” and the “widest 3G network”.
MTN argued that although there could be regions in South Africa where Vodacom has the fastest 3G speeds, this is not necessarily true for the country in general. According to MTN, tests done by Ericsson, using Ookla, showed that in Gauteng MTN had faster 3G downlink and throughput speeds than Vodacom in certain periods.
In the Western Cape, MTN was faster than Vodacom during January 2013, and had been faster since August 2013 to the end of the reflected period. In KwaZulu-Natal, MTN outperformed Vodacom during November 2012, and was on par with Vodacom during February 2013. MTN also had lower latency in many instances.
The Advertising Standards Authority said that MTN went to great lengths to explain why and how speed tests and results can be manipulated, and why Vodacom would not be able to substantiate its claim of having the fastest 3G network in general.
source : www.techcentral.co
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