Accra: CUTS International, a consumer-focused agency, has urged MultiChoice Ghana, operators of Digital Satellite Television (DSTV), to prioritize consumer rights and satisfaction in their operations. This comes in response to MultiChoice Ghana’s announcement of a 15 per cent average subscription price increase across all packages, set to take effect on April 1, 2025.
According to Ghana News Agency, the price adjustments will see the Family package increase from GHS165 to GHS190, Compact from GHS330 to GHS380, Compact Plus from GHS495 to GHS570, and Premium from GHS750 to GHS865. Subscribers were informed of these changes on March 24, 2025, leaving them with less than a week to adjust before implementation.
In a statement signed by Mr. Appiah Kusi Adomako, West Africa Regional Director of CUTS International, the organisation criticized the short notice given to consumers to adapt to the new prices. The statement emphasized the importance of respect for consumers in any market, particularly where services are paid for in advance and on a recurring basis. Providing timely and transparent communication around price changes is deemed essential for building trust and fostering good customer relationships.
The statement also highlighted MultiChoice Ghana’s market dominance and urged the company to avoid business practices that could disadvantage consumers. MultiChoice Ghana holds a unique market position due to its access to premium content, but with this market strength comes a heightened responsibility to ensure business practices do not inadvertently disadvantage consumers. The statement pointed out that in markets with limited competition, there is a greater risk of practices that may be perceived as exploitative or unfair.
CUTS International referenced a similar case in Nigeria, where the Federal Competition and Consumer Protection Commission (FCCPC) criticized MultiChoice Nigeria for inadequate notice of subscription fee changes. Consequently, the FCCPC directed the company to offer a one-month free subscription as a remedial measure. This case sets a useful persuasive precedent and reinforces the principle that consumers should be given sufficient time to adjust to changes that affect their financial commitments.
The statement further noted that since MultiChoice operates on a monthly subscription basis, it is widely seen as reasonable to give subscribers at least a month’s advance notice regarding price changes. However, in Ghana, MultiChoice informed subscribers of the price hike via SMS and email on March 24, 2025, providing less than a week to adjust before the new prices were implemented. This short notice period may not have given subscribers adequate time to review their options or make necessary adjustments.
CUTS International emphasized the need for Ghana to enact a comprehensive Consumer Protection and Competition Act to empower consumers, ensure fair practices, and provide avenues for redress. Such legislation would help ensure that service providers, especially those with significant market influence, operate in a manner that upholds consumer rights and welfare. The organization expressed hope that their observations would contribute to ongoing discussions about strengthening consumer protection in Ghana.