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Telkom Do Broadband ‘not ready’

2008-04-20

Telkom is again reprimanded by the ASA for false advertising.

Telkom was again on the wrong side of an Advertising Standards Authority of South Africa (ASA) ruling after a complaint about their Do Broadband advertising campaign was lodged.

In the ‘Do Broadband’ print advertising campaign, which was distributed with Telkom’s monthly telephone bills, the company states that “Your area is now Broadband ready, and you too can enjoy the benefits of a high speed internet connection with Do Broadband.”

Mr Watermeyer lodged a consumer complaint against the print advertisement for Telkom’s ADSL product, saying that Telkom told him that they are not in a position to provide the service after he applied for the advertised offering.

Telkom submitted that it is difficult to determine from the customers order whether they can receive the service or not, even if an exchange is DSL enabled.

The ADSL provider said that factors such as distance from the exchange, line quality and network infrastructure play a role and therefore it includes terms and conditions in its advertising stating that “Do Broadband is subject to DSL terms and conditions, availability and conformance testing”.

The ASA was unconvinced, saying that the advertisement creates a misleading impression by implying that ones neighborhood is now compatible to receive the advertised service.

“While the disclaimer states, ‘Do Broadband is subject to DSL terms and conditions, availability and conformance testing’ it merely serves to correct a misleading expectation created by the advertisement,” the ASA said.

The ASA ordered Telkom to withdraw the advertisement in its current format and said that it may not be used again in its current format.

Source: My Broadband