MTN faces backlash over misleading 'free' router advertising

MTN South Africa has been ordered to either remove or amend its “free-to-use” router advertising, after it has emerged that it is not actually free, the Advertising Regulatory Board (ARB) ruled.

- ZELDA VENTER

This followed a complaint by a consumer regarding MTN’s Shesh@ 600 product that claims to offer a “free-to-use” router.

He was charged an “activation fee” of R553 before MTN would activate the router for use.

The cellphone giant, however, referred to its terms and conditions, where it stated that “MTN reserves the right to charge a SIM activation fee’.

The code of advertising practice expressly requires advertisers to refrain from calling a product or service “free” when there is, in fact, a cost to the consumer, the ARB said.

It added that the code also expects advertisers to pertinently draw attention to any mandatory costs that might apply over and above that of the actual product.

The advertising creates an overwhelming expectation that the advertiser provides this router at no cost to the consumer.