M1 and StarHub mull further action against Singtel for Gushcloud negative ad campaign

SINGAPORE — In response to an apology issued by Singtel — whose staff apparently issued a brief to social media influencers to write poor reviews about rival telcos — M1 and StarHub today (Mar 19) said they are exploring the possibility of further action against Singtel. StarHub added that it is assessing its legal options on the matter.

On Tuesday, Singtel issued a statement which said that staff who worked with Web marketing agency Gushcloud “did not adhere to Singtel’s marketing standards”. Said Vice-President of Consumer Marketing Johan Buse: “We do not condone negative campaigns or publicity against any individuals or organisations. We apologise for this isolated incident.”

M1 spokesperson Chua Hian Hou said that the telco is “disappointed” with such activities and has noted Singtel’s apology for the marketing campaign, in which M1 was disparaged.

“The competitor has been quoted as saying that it does not condone such negative campaigns or publicity and we hope that future marketing efforts will comply with relevant industry guidelines,” he told Channel NewsAsia today.

He added that M1 has written to the Infocomm Development Authority to “look into this pursuant to the Telecom Competition Code”. M1 will “explore further action if necessary”, he added.

StarHub called for SingTel to ensure that “all false and disparaging comments created and proliferated by their staff and their digital media agency are retracted and corrected”.

Added Ms Jeannie Ong, Chief Marketing Officer of StarHub: “Such marketing tactics are unethical and we do not condone such negative campaigns.”

StarHub is “concerned” of the damage to StarHub’s brand and reputation following the artificial complaints made about its network and services, she said. “We have written to SingTel on this matter and are assessing our legal options. We have also raised this matter to the IDA, whom we understand is investigating the case.” CHANNEL NEWSASIA