Go wants clear guidelines on advertising

Telecoms provider Go has taken immediate action to amend adverts on its sports package which were recently criticised by the consumer watchdog, but called for clear guidelines for all advertising in Malta.

It said that such guidelines from the Malta Competition and Consumer Affairs Authority would lead to more clarity in the advertising industry.

The statement comes after the MCCAA last week reprimanded the television service provider, accusing it of deceptive advertising on its sports package.

It asked Go to increase the font size of its terms and conditions in newspaper adverts with respect to its €9.99 sports offer, saying the small size of the type used amounted to “deceptive advertising”.

The authority said readers should be directed to these conditions through an asterisk near the offer price and the paragraph with the terms and conditions should be clearly legible.

Moreover, billboards should make it clear when an offer applied only to specific packages.

Freephone numbers and other numbers consumers could use to ask about offers should also be listed, the authority said.

The television advert, it said, should indicate that the offer applied only to specific services and consumers should be given enough time to read the terms. Consumers should also have time to take note of a Freephone number during TV and radio commercials.

In reaction, a company spokesman said “Go was more than happy to oblige with the authority’s constructive suggestions which helped to make sure that customers fully understand the offer”.

The spokesman added that the terms and conditions were clearly noted on the adverts, including “very consumer-friendly clauses”, such as the ability to terminate the subscription should Barclays Premier League or Serie A not be available in the August of each contract year.

Despite this, the company had taken immediate action to change what the authority had requested.

The spokesman added that the company was “looking forward” to these MCAA recommended guidelines being implemented for all advertising in Malta “as we believe it will lead to more clarity”.