MTN's 'Saka' Advert Violates NCC Rules - Etisalat

Etisalat Nigeria has said the MTN's new advert on
Mobile Number Portability (MNP) violated the
Nigerian Communications Commission and
Advertisement Practitioners Council of Nigeria's
rules and that both regulatory agencies should
wield their sticks on the dominant telecoms
company.
Etisalat's director, brands & communications,
Enitan Denloye, told Daily Trust that the MNP
'Saka' advert currently run by MTN is a violation of
laid down rules by the NCC and APCON and
Etisalat had engaged both organizations to address
the issue. Responding to a question sent to her
through email, Denloye said Etisalat is an ethical
company that executes its business strategies
within the rules and regulations of the industry
and would not want a rival company got her into
regulator's trouble.
"As an organization, our core values are passion
for excellence, integrity, growing and empowering
people. We have empowered and will continue to
empower upcoming artistes and stars such as
'Saka', who we have featured in several adverts in
the past.
"We believe the MNP adverts currently run by
MTN is a violation of laid down rules by the NCC
and APCON and we have engaged both
organizations to address this issue and promote a
competitive environment for all operators.
"Etisalat remains a customer focused organization,
and will continue to promote rising stars, deliver
innovative products and services as well as
superior quality network", she said.
But MTN said it has not done anything wrong as
far as the 'Saka' ad is concern.
One of the MTN officials, who spoke with Daily
Trust on the issue yesterday, said the ad in
question was vetted by regulators before it was
released.
The official, who pleaded not to be named, added
that any operator could decide to use any celebrity
it deems fit for its ad and promotions.
He said: "I believe the regulators are also watching
the whole drama; and we at MTN believe that they
would do justice because we have contradicted or
gone against any regulatory guidelines."
He also told Daily Trust that MNP would truly
intensify the rivalry in the telecoms industry.