OREANDA-NEWS. Tele2, an alternative mobile operator, is satisfied with the ruling made by the Directorate of the Federal Anti-Monopoly Service for St. Petersburg with regard to application of advertising law. The agency decided not to open an administrative case on a claim against the operator’s advertising campaign.

Tele2 is satisfied with the ruling by the Directorate of the Federal Anti-Monopoly Service for St. Petersburg not to bring an administrative action following a complaint about advertising of the “Orange” tariff. The Directorate of the Federal Anti-Monopoly Service for Nizhniy Novgorod Region earlier handed down a precedent-setting ruling – an anti-monopoly agency decided not to initiate administrative proceedings.

The main target of the operator’s rhymes (“Asterisk is the fraudster’s trick but this tariff has nothing dishonest in it”, “Tariffs are not pricey when no services are connected in secret”, “Small fonts in ads chew up all money. We don’t use such tricks”) is to inform subscribers of all tariffs, services, easy-to-understand and transparent pricing. This principle forms the basis of the Tele2 communication platform and is key to implementation of its advertising campaigns.

Tele2 launched the new advertising platform “Honesty” in April 2014. It is founded on the philosophy of honesty that complies with Tele2 brand values. The company has entirely changed its image in advertising and slogans. Striking and original images used to communicate key messages traditionally draw a wide public response. Tele2 always informs its clients of all conditions for providing services. Transparent and easy-to-understand pricing and tariff descriptions allow subscribers to pay only for services they selected themselves and avoid all unjustified expenses on mobile services.

During discussion of this question Vadim Vladimirov, member of the Public Council and head of the Directorate of the Federal Anti-Monopoly Service for St. Petersburg, said: “Advertising of mobile services as well as financial services has to contain all conditions for providing them. Any customer dreams of the time when asterisks hindering calculations of a real value, a tariff or a credit would become a thing of the past.”

Roman Volodin, Chief Commercial Officer at Tele2:

“We are satisfied with rulings of regional directorates of the Federal Anti-Monopoly Service. Honesty is one of the key principles Tele2 always relies on in its work. We are sure that mobile services have to be provided honestly, without hidden conditions in tariff descriptions and attempts to mislead subscribers. Such business rules are making the industry more transparent – that is something both clients and operators as well as the entire market are interested in.”