Truthful advertising

ADSL South Africa (Broadband South Africa), 25 December 2007

Although the situation has improved considerably after the Advertising Standards Authority of South Africa has interfered in more than one instance, a few broadband providers still advertise download speeds that are not in line with true performance.

‘The significant difference between the advertised speeds and the actual performance of local broadband services resulted in various Advertising Standards Authority of South Africa rulings against using broadband speeds in advertising campaigns. This means that most providers do not quote any speeds in their advertisements unless they can prove that a large portion of their user base will realistically experience the promised speeds’ (Broadband: Advertised Speeds versus True Performance, MyBroadband, 22 December 2007).

In other words, the situation has improved considerably although we are not yet where we want to be in terms of truthful advertising.

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