A heated dispute has erupted between MTN and Cell C over advertising claims about network superiority, with MTN lodging a formal complaint with South Africa’s Advertising Regulatory Board (ARB). The conflict centers on Cell C’s “Now on SA’s Best Network” campaign, which MTN argues is deliberately misleading since Cell C – which doesn’t operate its own infrastructure – relies entirely on roaming agreements with MTN and Vodacom. MTN presented 13 examples of the contested claims across digital, print and outdoor media, insisting the messaging falsely implies Cell C possesses independent network capabilities rather than piggybacking on competitors’ infrastructure.
Cell C countered that its advertisements are technically accurate, as its customers do access what independent tests frequently rank as South Africa’s top networks through roaming partnerships. The fourth-largest operator notably rejected the ARB’s jurisdiction, stating it isn’t a member of the self-regulatory body, but participated in the process voluntarily. The company maintained that industry-aware consumers understand its roaming model, and that the campaign simply highlights improved service quality through these partnerships rather than making false claims about proprietary network capabilities.
The ARB’s ruling highlighted the longstanding tension between mobile operators vying for the “best network” title, referencing specific advertising code provisions designed to prevent misleading comparisons. While acknowledging Cell C’s technical access to high-quality networks, the board found the “Now on SA’s Best Network” phrasing – particularly when combined with #SwitchToSee hashtags – created a deceptive impression that switching to Cell C would provide superior service. The watchdog emphasized that average consumers wouldn’t delve into the technical nuances of roaming agreements and would likely take the claims at face value.
This decision marks another chapter in South Africa’s fiercely competitive telecoms market, where network quality claims frequently spark legal battles. The ARB has instructed media outlets to reject Cell C’s current campaign materials, setting a precedent for how operators must qualify network performance claims. As the industry watches for Cell C’s next move, the case underscores the fine line between competitive marketing and consumer protection in an era where infrastructure sharing and MVNO arrangements are becoming increasingly common. Both the ruling and Cell C’s non-member status raise questions about the enforceability of advertising standards across South Africa’s evolving telecommunications landscape.