Starhub "deeply disturbed" with advertising tactics used by Gushcloud

Starhub expressed concerns about the possible damage to its brand.

Martino Tan| March 16, 06:23 PM

Update [Mar.16, 1940Hrs]: IDA is aware of an online controversy surrounding the blogging advertising network Gushcloud’s marketing of Singtel’s Youth Plan. In the spirit of fair competition, IDA has always encouraged our licensees to focus on promoting the availability, price and quality of their own services or equipment, and refrain from negative campaigns against their competitors.  This will allow end users to make informed choices. Operators should abide by the Singapore Code of Advertising Practice when conducting marketing activities.  

Telco Starhub said that they were "deeply disturbed by the tactics employed and the possible damage to our brand", following allegations by blogger Xiaxue that blogger advertising network Gushcloud had engaged in an incentivised smear campaign against M1 and StarHub as part of their social media services to Singtel.

Xiaxue revealed that Gushcloud provided instructions to their stable of bloggers to slime telcos M1 and StarHub as part of their blogging services to promote Singtel’s new mobile plan for youths.


Jeannie Ong, Chief Marketing Officer, StarHub, said:

“We are aware of the allegations that an operator may have run social media campaigns to falsely discredit and disparage StarHub’s services and network. We are deeply disturbed by the tactics employed and the possible damage to our brand. We will be engaging with both IDA (Infocomm Development Authority of Singapore) and the relevant operator on this issue.”

M1 has also provided a statement on the matter, requesting the IDA to investigate these claims under the Telecom Competition Code. has contacted Singtel and IDA for comments and will update this post with any developments.


Related articles:

Xiaxue’s exposé Part 2: Gushcloud asked bloggers to smear M1, StarHub to promote SingTel

Xiaxue’s exposé Part 2: Leaked phone conversation reveals Gushcloud co-founder has no qualms inflating advertising figures

Xiaxue’s exposé Part 2: Singtel clarifies that it didn’t issue the brief to smear its competitors

Xiaxue’s exposé Part 2: Website co-owned by Gushcloud questions Xiaxue’s motives for her exposé, downplays saga