Vodafone seeks MCA intervention over Go's media campaign

Go and Vodafone are engaged in controversy over the former's claim that it was Malta's best rated provider in terms of innovation, customer experience and reliability.

In fact, some weeks ago, Vodafone had sought the intervention of the Malta Communications Authority (MCA) with regard to a media campaign undertaken by Go which in its adverts claimed that it was Malta's best rated provider.

In a statement yesterday, the MCA said Go claims were based on a survey commissioned by Go which resulted was not in the public domain.

The MCA added that it subsequently expressed its concern with Go on this type of advertising.

The MCA said it considers that all undertakings in the communications sector should ensure that any surveys which serve as the basis for any claims made in the media should be in the public domain.

It said it firmly believes that if undertakings make claims on the basis of information which is not in the public domain, then this may lead to a situation where undertakings make claims about their services and products or those of their competitors which cannot be verified for their accuracy and correctness.

The MCA said it also considers that if a claim in an advertisement is based on a survey commissioned by an undertaking concerned, then this fact should be clearly stated in the said advertisement.

In a counter statement, Go said it has made various references in the media about the research conducted by GfK, which confirmed Go as the leading communications company when it comes to value for money, customer experience, reliability and innovation. As a result of this research, Go has launched an advertising campaign focusing on its strengths as resulting from scientific research by a leading market research firm.

Detailed results were published in an interview by Go's Chief Operations Officer in the business supplement of the Times of Malta on December 18.

The firm carried out an in-depth research on Malta's communications sector with special focus on the level of customer experience provided by the various operators.

Go said GfK's report showed that Go customers are more satisfied than those of the other two main operators in the local market. Consistently throughout the research, Go - as Malta's sole quad-play provider - is ahead of its two main competitors in various areas, including value for money, customer experience, reliability and innovation.

Go said it is completely correct for it, or any other organisation, to base promotional campaigns on scientifically valid research that it commissions.