IDA warns Singtel over negative marketing campaign by Gushcloud

SINGAPORE - Singapore Telecommunications Limited (Singtel) has been issued a stern warning by the Infocomm Development Authority of Singapore (IDA) for its role in a negative marketing campaign against its competitors M1 Limited (M1) and StarHub Mobile Pte Ltd (StarHub), through the marketing agency Gushcloud Pte Ltd.

This warning concludes IDA's investigation into the incident.

IDA said in a press statement that it was disappointed that Singtel had employed such marketing tactics.

The warning requires Singtel to put in place the necessary measures to ensure appropriate management oversight and control over its marketing and advertising campaigns in order to prevent future such incidents.

Singtel should also not adopt publicity practices or campaigns that may potentially bring disrepute to the telecommunication industry.

An investigation was carried out after blogger Xiaxue, whose real name is Wendy Cheng, highlighted Gushcloud's involvement in Singtel's negative marketing campaign. Gushcloud influencers had criticised the other service providers on social media and encouraged users to switch to Singtel.

IDA also urged licensees to compete by promoting the availability, price and quality of their own services, and not by disparaging those of their competitors.