Regulator IDA Singapore has issued SingTel with a “stern warning” for engaging in a negative marketing campaign against rivals M1 and StarHub Mobile.
In a statement, the regulator said it “is disappointed that such marketing tactics have been employed by SingTel,” and has made it clear that it “will not tolerate such practices.”
SingTel will be required to put in place measures to ensure effective management oversight of its marketing campaigns to prevent future such incidences, or face stricter censures.
“IDA has always encouraged licensees to compete by promoting the availability, price and quality of their own services, and not by disparaging those of their competitors,” the statement reads.
“[SingTel] should not adopt publicity practices or campaigns that may potentially bring disrepute to the telecommunication industry.”
The marketing campaign was conducted for SingTel by social marketing agency Gushcloud. It involved engaging bloggers to complain online about services offered by M1 and StarHub.