Remember the “Do you know” advert that was so common that toddlers would recite it? The advert showed how expensive it is to call from Safaricom to other networks unlike the use of Orange SIMs on the same.
This did not go well with Safaricom who decided to use the corridors of justice and sued Orange for putting up the advert using their corporate colors clearly telling Kenyans ‘the other’ network is them.
The verdict that followed was obvious as the telecommunications company was asked to withdraw the piece of advert from all media channels it ran on. At least that’s what every media house ran with.
However, Orange has come out clear to say that a section of the Media reports on the issue has led to an inaccurate impression of the overall ruling. According to the code of Advertising Standards Practice and Direct Marketing (2003) and Complaints Dispute Resolution Guide, the campaign by Orange Telkom Kenya had an option to withdraw from the media, or rather edit the content in a manner that concentrates on peak-time comparison as opposed to a general one and this will have to include an asterisk in small text to qualify the same.
There you have it, the advert may not be gone after all, only change will be the inclusion of an asterisk with words ‘peak rates apply’