Cell C CEO Lars Reichelt published a second full page apology this past weekend after the Advertising Standards Authority (ASA) ruled that Cell C must stop using the term “4Gs” in its advertising material. Cell C earlier this year punk’d consumers and commentators with an ad apologising to comedian Trevor Noah for lapses in service in what later turned out to be part of a marketing campaign involving the positioning of Noah as Cell-Cs ‘chief experience officer’. Lars (not the real one this time) seems to be at it again, as I explain on BizCommunity.com, rather cheekily.