The Advertising Regulatory Board (ARB) has been called upon to address a consumer complaint against MTN regarding a social media advertisement for its SuperFlex package. The package, advertised at R299 per month, offers unlimited calls, SMS, and 10GB of data. A consumer lodged a complaint regarding the accuracy and transparency of the offering, prompting the ARB to investigate.
MTN responded by pointing out that the advertisement mentioned “T&Cs apply,” with the terms accessible on their website. The company emphasized the Acceptable Usage Policy (AUP), particularly Clause 14.1, which outlines that while unlimited voice and SMS services are included, usage is monitored to ensure compliance with acceptable standards. MTN explained that this policy helps manage customer behavior and prevents misuse that could affect service quality.
According to MTN, the SuperFlex product was designed with a capped 10GB of data and an assumption that the average customer would use between 500 and 600 voice minutes per month. These assumptions were based on prior consumer usage patterns and industry norms, allowing MTN to price the package accordingly.
The ARB’s Directorate will now consider whether MTN’s advertising practices and terms meet transparency standards and whether the company provided sufficient clarity regarding the package’s terms.
