M1 and Starhub considering further action against Singtel for smear campaign

Got a tip? Send it to us at singapore@coconuts.co. Singtel has already apologized over their marketing gaffe in which their staff approved a brief for social media agency Gushcloud to conduct a tarnishing ad campaign against rival telecommunications operators Starhub and M1 — but both companies may not be so willing to let the matter rest as they consider options for further action.  According to Channel NewsAsia, M1 and Starhub are disturbed about the lack of ethics utilised for Singtel's marketing campaign.  An M1 spokesperson expressed the company's disappointment with such activities, and called for future compliance with relevant industry guidelines. Reportedly, M1 will be exploring further action if necessary, and have written to the Infocomm Development Authority (IDA) to look into the matter. Starhub, on their end, have taken a stronger stance against Singtel's actions and expressed their apprehension about the damage dealt to their brand and reputation following the fabrications made in their smear campaign. Starhub have also raised the matter to the IDA and are contemplating legal options.  Photo: Vulcan Post