Key points
- Cell C’s claim to be “Now on SA’s Best Network” was found to be misleading and deceptive.
- The ARB says the ad falsely implies a recent change in network quality.
- Customers are using MTN and Vodacom’s networks, a long-standing agreement.
Cell C has landed in hot water with South Africa’s advertising watchdog after promoting itself as being “now on SA’s best network.”
The Advertising Regulatory Board (ARB) has ruled the claim misleading, deceptive and crafted to lure consumers into believing Cell C had won an accolade it never earned.
At the heart of the dispute is a bold advertising line used in Cell C’s outdoor campaigns, digital media, and promotional material: “Now on SA’s Best Network.” According to a complaint lodged by rival operator MTN, the wording falsely implies that Cell C itself was rated as South Africa’s best mobile network. But that’s not the case.
Borrowed brilliance?
Cell C customers roam on the infrastructure of MTN and Vodacom, a long-standing arrangement. The ARB found that Cell C was piggybacking on its competitors’ performance while promoting itself as a newly improved network.
The phrase “Now on” was especially misleading, the ARB said, as it falsely suggests a recent transformation or upgrade. In fact, Cell C has relied on MTN and Vodacom’s towers for several years.
“There is no recent change,” the ARB concluded. “The only logical reason for using ‘now’ is to deceive customers into thinking something has changed, when nothing has.”
Consumer trust undermined
The ARB noted that most of Cell C’s marketing examples encouraged customers to “Switch to Cell C”, tying the idea of a better network directly to a change in service providers. The watchdog said this exploited consumer ignorance and blurred the lines between network access and ownership.
Moreover, Cell C’s decision to reference “SA’s best network” in the singular form, rather than acknowledging the multiple networks it relies on, was seen as an intentional tactic to create a false impression of superiority.
A pattern among telecoms
This isn’t the first time South African mobile providers have come under fire for claiming network superiority. The rivalry has been so intense that the advertising code now includes a specific clause, Section III, Clause 15.3, requiring clear evidence-based phrasing when such claims are made.
“Any direct or indirect claims of mobile network superiority must be properly couched to ensure transparency and avoid ambiguity,” the Code reads. The ARB found Cell C’s ad failed to meet this requirement.
No binding power, but clear guidance
Although Cell C is not a member of the ARB and is not bound by its rulings, the decision still holds weight. ARB members, which include many media outlets and platforms, have now been instructed not to accept or run the misleading advertising.
The ruling won’t force Cell C to change its campaign, but it could limit where and how the brand can advertise going forward.
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