Surf the Internet for free at night with Vodacon – ASA
ASA rules that Vodacom’s customers can indeed surf the Internet for free in the middle of the night
Vodacom’s “We’ve been having it!” advertising campaign, which featured a military type character depicting a dictator of an African country, made many South Africans laugh.
One of the television commercials showed the dictator on a beach with his loyal servant, clad only in underpants, set to go surfing at night against his will. The dictator proudly informs viewers “Surfing for free in the middle of the night? – We’ve been having it!”
One consumer was however less than amused by the Vodacom’s free midnight surfing advertisement, arguing that the advertisement does not mention that there is a contract involved and also does not state data volume limits.
In an Advertising Standards Authority of South Africa (ASA) complaint Shaun Ratcliff said that the advertisement is misleading, although he could not recall whether “a contract is mentioned and [that] no data volume limits are stated in the ad”.
DraftFCB Johannesburg, on behalf of Vodacom, said that the “complaint is incorrect as the commercial clearly states that the offer is available for MYMEG 500 customers, who are customers who have a contract for the mentioned service”.
The following wording appears on the screen towards the end of the commercial, and is also read aloud by the voice-over: “New! Buy a MyMeg 500 data bundle or more on contract and surf the Internet for free at night.”
The ASA dismissed the complaint, saying that Vodacom does indeed mention that it is available to contract customers.
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