- The ARB ruled that DStv’s “Internet + Premium” advert violated advertising standards by creating a misleading impression of savings,
- The watchdog found that no customer could get the package at the advertised R1 249 because of a compulsory access fee,
- MultiChoice has been ordered to withdraw or amend the campaign and clearly disclose the true cost of the service.
DStv, South Africa’s major broadcaster, was found to have misled its customers with an internet bundle promotion that promised savings that were not real.
On 14 October 2025, the Advertising Regulatory Board said MultiChoice’s “Internet + Premium” campaign made the deal seem more affordable than it was and did not mention required fees, so customers ended up paying more than advertised.
A DStv Premium subscriber complained after being charged more than the advertised R1 249 per month for the “Internet + Premium 400 GB” offer. He was billed an extra R125 access fee, making his total R1 374.
When he questioned the discrepancy, DStv informed him that the fee “was no longer being waived when adding an internet package.” The consumer told the ARB this was “a clear case of false advertising” because the company’s website had promised savings for existing customers who added internet to their package.
DStv’s defence and the ARB’s response
MultiChoice told the ARB that the customer had misunderstood the offer. The company said the promotion was not open to everyone and that it was specifically designed for Premium subscribers on month-to-month plans, not those on fixed 24-month contracts like the complainant. “The complainant is mistakenly under the impression that he is able to convert his current subscription to the advertised offer, which is not the case,” DStv said in its submission.
According to DStv, the complainant already benefited from a reduced monthly rate of R899, which included Showmax and the access fee. The promotion, the company said, was aimed at customers paying month-to-month rates who could lower their total cost by combining services. “The message is that customers who can benefit should consider this offer, as opposed to all current customers would benefit,” the company explained.
The ARB rejected that reasoning, saying the advertisement itself made no such distinction. “The advertised offer is not presented as being limited to subscribers who pay on a month-to-month basis,” the Directorate wrote. “It merely invites ‘Existing customers’ and explains that they ‘can save by adding DStv Internet to their current package.’ It would therefore appear that any existing customer who does not currently have the DStv Internet package can ‘upgrade’ their package to this offer, as the Complainant in fact appears to have done.”
Hidden costs and broken promises
The watchdog found that DStv’s advertising breached Clause 4.2.1 of the Code of Advertising Practice, which prohibits misleading claims, and Clause 19, which governs how prices are displayed. “Clause 19.2 of Section II effectively requires advertisers to disclose all mandatory costs in their advertising, or at the very least, give a clear indication that such mandatory costs may apply,” the ruling stated.
The ARB concluded that DStv had failed to meet this requirement. “The advertisement provides a specific indication of costs, ‘R1 249 PM,’ without any indication that this is contingent on other factors, or that other additional costs may still apply,” the decision said. “It would also appear that the Access Fee is a compulsory charge and that no customers can in fact, secure the package for the advertised price of R1 249.”
The ARB described the advert as “problematic” because it made an unqualified promise to all existing customers while concealing a compulsory fee. “The broad and unqualified offer to any ‘Existing customers,’ coupled with a specified monthly cost, communicates a saving regardless of one’s starting point,” the Directorate found. “In fact, some customers do not save on this package.”
DStv ordered to amend or withdraw advert
The ARB ordered MultiChoice to either amend or withdraw the advertisement. “The advertiser is, accordingly, requested to withdraw or appropriately amend its advertising to make it clear that the claimed saving only applies to customers currently paying on a month-to-month basis, and to clarify that the Access Fee is payable,” the ruling said.
“No customers can in fact secure the package for the advertised price of R1 249,” the ARB found, calling DStv’s internet bundle promotion misleading and incomplete.
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