MTN Cameroon, a mobile network operator in the country, and Cameroon Tribune, the state-owned newspaper, have deceived unsuspecting mobile users with a misleading advertisement campaign. The campaign used SMS as a tool for advertisement with the telephone number provided by MTN. The message read
“Keep up to date with the latest political news with Cameroon Tribune on your mobile. Subscribe for free and get your morning dose of news https://nxh.cm/dE8K”
The Deception
However, this campaign showed absolute disregard for ethics and the audience they wanted to provide information to. The message talked about a free subscription for a morning dose of news but after the subscription, it sent another message revealing a third party news agency. It is called Nexah Mobile News Service and a paid subscription to read news stories. The second message read
“Celebration du cinquantenaire de l’ESSTIC sous le Tres Haut Parrainage du S.E. Paul BIYA. Pour acceder a votre Cameroon Tribune du jour cliquez ici https://nxh.cm/dHfr”
Subscription Range
- Day – 199 XAF
- Week – 5 days – 899 XAF
- Month – 25 days – 4250 XAF
- Year – 300 days – 48000 XAF
This meant that the mobile users who subscribed to the service would not be receiving any morning dose of news. They will have to perform a second subscription which is paid for. Moreover, the campaign did not provide any option to unsubscribe or cancel the service. Trapping the users in a cycle of teaser messages and links to subscribe.
Similar Case
This was not the first time that MTN Cameroon and Cameroon Tribune had engaged in such unethical practices. In 2022, the Telecommunications Regulatory Agency (ART) fined MTN Cameroon 3.5 billion XAF for violating the terms of its license and engaging in anti-competitive behaviour. In 2021, media watchdogs and civil society groups criticized Cameroon Tribune for its biased coverage of the Anglophone crisis and the presidential election.
The campaign exposed the lack of media regulation and transparency in Cameroon, and how both MTN Cameroon and Cameroon Tribune exploited the public with their deceptive advertisement and propaganda. It also raised questions about the role and responsibility of mobile network operators and media outlets in providing accurate and reliable information to their customers and readers. The relevant authorities should investigate and stop the campaign, and compensate and inform the mobile users about their rights and options.
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