Hong Kong Broadband Network (HKBN) has formally apologized following widespread criticism after sales representatives repeatedly contacted survivors of a devastating high-rise fire for contract renewals while victims were hospitalized or recovering from the tragedy. The telecommunications company acknowledged its severe lapse in judgment and internal protocol failures, which caused significant distress to residents of Wang Fuk Court in Tai Po affected by the No. 5 alarm blaze on Wednesday, December 2, 2025.
The incident highlights a critical failure in corporate crisis management, where marketing objectives superseded sensitivity and human decency during a community tragedy. One victim, identified only as Eric, revealed receiving nine separate calls and messages urging him to extend his contract, underscoring what victims felt was deeply disrespectful and aggressive sales conduct during a period of intense trauma and bereavement.
System Failure Caused Harmful Outreach
In their statement, HKBN accepted full responsibility, stating the aggressive outreach was a failure of internal crisis procedures and damaged public confidence. Although management claims to have issued instructions on the day of the blaze to exclude affected customers from marketing lists, the directive did not fully synchronize across all frontline sales systems.
An internal investigation determined that despite official guidance, some customer records remained active because necessary system updates failed to propagate effectively. Furthermore, the review found instances where certain employees did not adhere to instructions, proceeding with standard outreach without confirming the client’s status or recognizing the scale of the ongoing tragedy.
The company insisted there was no malicious intent behind the calls but conceded that frontline judgment was severely lacking during an exceptionally sensitive period. The salesperson directly involved in the persistent communication has been suspended pending an investigation into serious negligence and unprofessional behavior.
Implementing Immediate Service and Protocol Changes
To address the immediate harm and restore goodwill, HKBN has pledged substantial support measures for affected families. The telecom provider will waive all outstanding monthly fees for impacted customers and suspend billing for unusable services or damaged equipment.
Crucially, the company committed to providing 24 months of complimentary fixed broadband and home phone service to families once they are resettled. This support includes waived installation fees and a free router to ensure quick restoration of stable communication links for those rebuilding their lives.
Looking ahead, HKBN has introduced immediate operational modifications to prevent a recurrence of this ethical failure:
- Mandatory Verification: Sales staff are now required to verify that a customer is not located within a disaster-affected zone or involved in a major incident before initiating contact.
- System Warnings: The core sales platform has implemented mandatory pop-up warnings designed to flag accounts potentially associated with ongoing emergencies.
- Refreshed Training: All frontline teams will undergo immediate, targeted training to enhance crisis awareness, professional judgment, and reinforce ethical boundaries during community disasters.
HKBN reiterated that marketing to customers enduring hardship is unacceptable and contravenes the firm’s core values. The company sees this episode as a profound lesson, pledging to continue reviewing its management and contingency arrangements to ensure robust, people-focused protocols are embedded across the organization. The telecom provider offered another profound apology to all residents impacted by the fire tragedy and to the wider public for the distress caused. The incident serves as a stark reminder for all major corporations about the critical importance of integrating human sensitivity and ethical judgment into automated business processes during times of crisis.