The Infocomm Development Authority of Singapore (IDA) has issued a stern warning to Singtel for its role in a marketing campaign against its competitors M1 and StarHub, done by the marketing agency Gushcloud.
The warning came in following the closure of IDAâs investigation into the issue of a leaked socialÂ brief sent fromÂ Singtel to Gushcloud for an alleged smear campaign.Â
Singtel has since fired Gushcloud amidst the controversy.
According to IDAâs press release, it said it was âdisappointed that such marketing tactics have been employed by Singtel.â
It added: âIDA 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.â
It has made it clear that IDA âwill not tolerate such practices.â Singtel is now required to include necessary measures in order to prevent such incidents from happening in the future. These measures should ensure appropriate management oversight and control over its marketing and advertising campaigns.
Singtel is also warned against âadopting publicity practices or campaigns that may potentially bring disrepute to the telecommunication industry,â IDA said.