Cell C’s Network Claims Backfire as ARB Slams Deceptive Advertising

Why South Africans are calling out Cell C’s latest campaign and what the watchdogs found

In a country where mobile networks serve as the lifelines of daily life, consumers expect one thing above all: honesty. However, Cell C’s latest marketing move has left many South Africans shaking their heads.

After claiming it was “Now on SA’s Best Network,” Cell C has been found guilty of misleading advertising. The Advertising Regulatory Board (ARB) ruled that the campaign exploits consumer trust and misrepresents network performance, a serious charge in the ultra-competitive telecoms space.

So what happened, and why does it matter?

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Cell C’s Claim: Too Clever for Its Own Good

The controversy began with Cell C’s bold promotional message: “Now on SA’s Best Network.” While the phrase sounds impressive, MTN objected and brought the data to back it up.

According to independent testing from MyBroadband, Umlaut, and Ookla, MTN holds the title for the best-performing mobile network in South Africa. Cell C, meanwhile, does not own or operate its own large-scale infrastructure. Instead, it relies on roaming agreements with MTN and Vodacom to connect customers.

Cell C argued that since it uses these networks, its claim was fair. But the ARB disagreed. It ruled that the slogan was ambiguous and misleading, as it suggested Cell C had the same control and performance as its network partners, which it does not.

A History of Misleading Claims

This is far from Cell C’s first run-in with advertising regulators. The company has built a reputation for pushing boundaries with its marketing:

• In 2008, it downplayed the value of 3G, only to lag behind its rivals in rolling it out.

• In the early 2010s, Cell C marketed 3G as 4G, leading to ASA intervention.

• In 2016, it claimed to have the “widest network coverage,” a claim the ASA ruled as misleading and forced them to withdraw.

Now in 2025, despite a new executive team, the pattern continues.

What the ARB Found

The Advertising Regulatory Board issued a clear and damning judgement. It found that Cell C’s slogan

• Exploits consumer knowledge and trust

• Creates a false impression of network superiority

• Violates Clause 4.2.1 of the advertising code, which prohibits deceptive messaging

As a result, the ARB requested that members no longer accept advertising from Cell C featuring the “SA’s Best Network” claim.

Put simply: the ad must come down and stay down.

Image 1: MyBroadband

Cell C’s Defence: Familiar Spin, Same Problem

Despite the ruling, Cell C has not walked back the claim. Instead, CEO Jorge Mendes maintains that customer experience has improved through stronger roaming partnerships.

Chief Technology Officer Schalk Visser echoed that sentiment, saying their virtual network gives customers access to “the best and most reliable networks,” even if Cell C does not control the infrastructure.

Their logic? It is not about who owns the towers but about how the network performs in the moments that matter.

It is a clever argument. But when tested against hard performance data, MTN and Vodacom consistently outrank Cell C across speed, reliability, and coverage.

South African Consumers: Tired of the Tricks

For millions of South Africans, mobile service is more than just signal bars. It is about value, reliability, and trust.

Public frustration over Cell C’s marketing approach has grown louder, especially among users who switched networks expecting better service, only to feel let down.

The ARB’s ruling has struck a chord. Many see it as a win for transparency and consumer rights in an industry often clouded by fine print.

The message to all network operators is loud and clear: say what you mean, and back it up.

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Source: MyBroadband

Featured Image: Mitsol Fibre