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Council for Advertising rules Telefonica O2 ads violated its moral code

The Arbitration Commission of the Council for Advertising decided that two ad campaigns of the mobile operator Telefonica O2 Slovakia violated the Commission’s moral code, the SITA newswire reported.

The Arbitration Commission of the Council for Advertising decided that two ad campaigns of the mobile operator Telefonica O2 Slovakia violated the Commission’s moral code, the SITA newswire reported.

Telefonica O2’s competitors complained about the campaigns named “Do not restrict yourselves” and “Ducks”.

In the “Do not restrict yourselves” campaign, the claimant was T-Mobile Slovakia which stated in its complaint that O2 Slovakia was using T-Mobile’s corporate identity illegally or the corporate colours of the company in a way that may harm its good name and discredit it. T-Mobile also claimed that allegations of much lower prices were misleading and false. The commission ruled that the assertion by Telefonica O2 Slovakia that its customers can call at a good price to all networks, unrestricted by anything, was misleading.

In the “Ducks” ad campaign, the claimant was Orange Slovakia and it said the TV campaign was made a comparison which was false, ironic, ridiculing and qualified as unfair competition. Orange used the message: “With other mobile operators, there is danger that you might lose some of your advantages over time. With O2 you have advantages forever”. According to the commission, this assertion could harm other competitors and is in contradiction with its moral code.

A spokesman for O2 Slovakia, René Parák, said that the competition has not gotten used to reality of a real competitive environment yet, which is proven by that fact that that they are abusing the interpretation of the moral code of the Council for Advertising, SITA wrote. SITA

Compiled by Zuzana Vilikovská from press reports
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