CC image coutersy of rogiro on Flickr
Kenya’s Advertising Standards Committee (ASC) has ruled in favour of a Safaricom complaint against an advert run by rival operator Orange, with the advertising standards body deeming Orange’s “Do You Know” campaign misleading.
Safaricom had complained about the advert – which ran earlier this year in print, online and broadcast media – because in comparing prices by different operators it failed to mention Safaricom offered KSh2 tariffs during off-peak hours.
“The ad was disparaging because it suggested that Safaricom was the more expensive network. The claim is misleading and should be withdrawn from the mediums it is run on or edited in the manner stated thereafter,” read part of the ruling.
The ASC also directed that in future parties should hold and make available to consumers evidence to support comparative claims to enable the public to understand how the comparison was made.
“The ad should be reworded to make it clear that it is peak time comparison as opposed to a general comparison with an asterisk in small text to qualify the same,” said the ASC.