Key points
- MTN claimed its Shesh@ 600 promotion included a “free-to-use” router.
- A mandatory R553 activation fee was omitted from its advertising.
- The Advertising Regulatory Board (ARB) ruled this omission misleading.
MTN South Africa has been ordered to withdraw or amend its “free-to-use router” advertising after the Advertising Regulatory Board (ARB) ruled the claim deceptive.
The reprimand comes after a consumer lodged a complaint about the MTN’s Shesh@ 600 promotional campaign, which promised a “free” router with its R399 home internet deal but hid a non-negotiable R553 activation fee.
The ARB found that MTN’s use of the word “Free” across multiple platforms created “an overwhelming expectation” of no additional charges. This strategic ambiguity violated key provisions in the Code of Advertising Practice related to misleading claims, particularly around the cost and use of the router.
“Free-to-use router” under scrutiny
At the centre of the controversy was whether the router advertised as “free-to-use” could be considered truly free if customers were billed a R553 upfront activation charge. MTN maintained that this fee was covered in its terms and conditions and that other pricing elements, including VAT and pro-rata billing, were compliant.
While the ARB accepted MTN’s arguments on VAT and billing cycles, it drew a clear line on the key issue of the “free-to-use router” messaging. The Directorate ruled that such claims, when coupled with undisclosed costs, mislead consumers, regardless of internal justifications or fine print.
Transparency is not optional
The ARB’s ruling mandates that MTN remove or amend all advertising referencing the “free-to-use router” without full disclosure, clearly explain activation fees where applicable, and cease submitting non-compliant ads to ARB members.
Although MTN has committed to training staff on clearer communication, the regulator emphasised that internal measures are no substitute for honest advertising.
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