Orange compelled to withdraw advert for breach of code - Daily Nation

Orange compelled to withdraw advert for breach of code

Sunday May 4 2014

An Orange shop in Nairobi. Orange Kenya has been ordered to withdraw a controversial advertisement from all media outlets following a successful appeal by its rival Safaricom. PHOTO/FILE

An Orange shop in Nairobi. Orange Kenya has been ordered to withdraw a controversial advertisement from all media outlets following a successful appeal by its rival Safaricom. PHOTO/FILE NATION

Orange Kenya has been ordered to withdraw a controversial advertisement from all media outlets following a successful appeal by its rival Safaricom.

Safaricom’s creative and media agency, Scanad, lodged a complaint in January to the Advertising Standards Body of Kenya (ASBK) regarding an Orange’s commercial that involved use of Safaricom’s SIM cards, call rates and corporate colours.

The listed telcom wanted ASBK to compel Orange Kenya to withdraw the advertisements, saying it breached the code of advertising and direct marketing.

Misleading

In its ruling, ASBK held that Orange Kenya failed to make it clear in the advertisement that the rate comparisons were for off-peak hours rather than general comparisons.

“The claim is misleading and should be withdrawn from mediums it is run or edited to make the comparison clear,” read the verdict.

The Orange Kenya commercial in question started running on January 8 and depicted the rival as the most expensive network while claiming to be the cheapest.

“It’s more affordable to call other networks from Orange than calling within that network. So get an Orange line,” said the Telkom Kenya advertisement.

But the advertising watchdog held that the price comparison was misleading as it failed to mention that Safaricom, too, had a price point of Sh2 per minute during off-peak hours.

The commercial shows that calls from Safaricom are pegged at Sh4 a minute while Orange charges Sh3 to reach rival networks and Sh2 between its subscribers.