LAHORE, Dec 4: In spite of the Pakistan Telecommunication Authority’s warning, some cellular mobile operators (CMOs) are still ‘misleading’ the public through their ‘deceptive’ advertisement campaigns.

Such campaigns advertise different packages offering cheap rates, but with ‘hidden charges/taxes’ which prove shocking for subscribers at billing time.

For example, currently a cellular company is offering a package offering Rs5.99 per hour but not ‘clearly’ mentioning daily charges of Rs3.99 for availing it, besides taxes.

The PTA in a letter to all CMOs had observed that ‘some (CMOs) are engaged in the advertisement campaigns which are misleading and deceptive in their contents’. “It has been noticed that the situation is not improving and the advertisements have been found to contain deceptive statements that are leading to inadequately informed decisions by the customers. This unethical practice by operators has resulted in increased consumer complaints and questions by the public representatives in the parliament.”

The PTA further noted: “The print and electronic advertisements published/aired by the CMOs either do not contain the details of applicable terms and conditions along with the rates or these are vertically printed in unreadable small font making it difficult for consumers to comprehend the relevant charges as well as the terms and conditions.”

“All the CMOs are therefore required to make sure that such associated conditions of the advertisements that can have a significant influence on the decision-making of the consumers are conspicuously disclosed. The tariff rate and unit charging should be in legible font and slant, making it convenient for a consumer to comprehend the applicable terms. Besides, the detailed terms and conditions of the promo or package should also be simultaneously available on their (operators) websites as well as on the helpline numbers,” it said.

The PTA also asked the CMOs to strictly follow the directions and adopt an ‘ethical’ code of conduct. The authority maintained that so far it had taken a lenient view of the situation but owing to increasing complaints it might take action under the provisions of Pakistan Telecommunication Act.

Though the PTA had been asking the CMOs every now and then to abstain from this practice but has yet to initiate any action against those involved in it.

PTA’s Punjab zonal chief Nisar Ahmed Awan said he was not the competent authority to say anything on the issue while Director General (commercial affairs) Aasif Inam and spokesman Khuram Mehran were not available for their comments.