Leading public policy think tank, CUTS International is calling MultiChoice Ghana Limited to give fair notice to consumers over its intention to adjust subscription fees and desist from the short notices it gives to its subscribers in Ghana.
MultiChoice Ghana (DSTV) has announced a subscription price adjustment effective April 1, 2025, reflecting an average increase of 15% across all subscriber packages.
While it is understood that service providers may review their prices in response to changing market dynamics and cost of operation, it is equally important that such adjustments are communicated in a manner that respects the rights and expectations of consumers, especially in a subscription-based service model.
It is worth noting that in Nigeria, the Federal Competition and Consumer Protection Commission (FCCPC) recently raised concerns about similar conduct by MultiChoice Nigeria.
In that instance, the FCCPC found that the company adjusted its subscription fees without providing subscribers with adequate prior notice.
As a result, the Commission directed MultiChoice Nigeria to offer customers 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.
Given that MultiChoice operates on a monthly subscription model, it is generally considered fair practice to provide subscribers with at least one month’s notice of any price adjustments.
In Ghana, however, MultiChoice communicated the price increase via SMS and email on Monday, March 24, 2025 — less than a week before the new prices took effect.
“This short notice period may not have given subscribers adequate time to review their options or make necessary adjustments. Respect for consumers is fundamental 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 not only fair and reasonable but also helps to build trust and foster good customer relationships”, CUTS International said in a press release.
MultiChoice Ghana holds a unique position in the market due to its access to premium content like the English Premier League and the UEFA League, which gives it a competitive edge.
However, with such market strength comes a heightened responsibility to ensure that business practices do not inadvertently disadvantage consumers.
In markets where competition is limited, there is a greater risk of practices that may be perceived as exploitative or unfair.
“This situation once again highlights the urgent need for Ghana to enact a comprehensive Consumer Protection and Competition Act. Such legislation would serve as a critical tool to empower consumers, promote fair market practices, and provide avenues for redress when necessary.”
“It would also help ensure that service providers — especially those with significant market influence — operate in a manner that upholds consumer rights and welfare. We trust that these observations will contribute to ongoing conversations around strengthening consumer protection frameworks in Ghana”, the statement added.
CUTS International is a research and public policy think tank working in the areas of consumer protection and consumer education, competition policy and law, trade and development, economic and healthcare policy, road safety and climate change.
