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.
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