A leading public policy think tank, CUTS International, is calling on MultiChoice Ghana Limited to give fair notice to consumers over its intention to adjust subscription fees.
It also wants MultiChoice to desist from the short notices it gives to subscribers in Ghana.
MultiChoice Ghana (DSTV) has announced a subscription price adjustment, effective April 1, 2025. This reflects an average increase of 15% across all subscriber packages.
CUTS International in a statement, said 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.
Given that MultiChoice operates on a monthly subscription model, the think tank said it is generally considered fair practice to provide subscribers with at least one month’s notice of any price adjustments.
However, it pointed that MultiChoice in Ghana 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”, it stated.
“It is worth noting that in Nigeria, the Federal Competition and Consumer Protection Commission (FCCPC) recently raised concerns about similar conduct by MultiChoice Nigeria”, it continued.
In that instance, it said 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, it alluded, 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.
Furthermore, CUTS International said respect for consumers is fundamental in any market, particularly where services are paid for in advance and regularly. Therefore, 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.
It mentioned that 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, the think tank said 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”, it said.
“We trust that these observations will contribute to ongoing conversations around strengthening consumer protection frameworks in Ghana”, it concluded.
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