Following a complaint logged by South African wireless operator Cell C, the Advertising Standard Authority of South Africa (ASASA) has ordered Vodacom SA to stop marketing its LTE network as ‘4G’ as it does not conform to ASA’s definition of a 4G network, TechCentral reports. Cell C argued that a previous case, which was brought by Vodacom in 2010, had considered the definition of a 4G network and that Vodacom’s LTE network did not conform to it. In its defence Vodacom said it uses the term ‘4G’ in order to demonstrate its LTE network’s technical capabilities and to match what the press, handset vendors and consumers call it. The ASASA however rejected the claim by stating that ‘to argue that network providers should use the term “4G” simply because that is what some consumers believe an LTE network to be is arguably disingenuous, and may well add to confusion, rather than clarify it’. The authority said that Vodacom has to withdraw the 4G logo with immediate effect and may not use it again in future, unless adequate substantiation has been submitted and a new ruling issued.