The Advertising Regulatory Board (ARB) has called for comment on its review of the Code of Advertising Practice (the Code). The Code governs advertising practice in South Africa, and is guided by the following principles:
- All advertisements should be legal, decent, honest and truthful.
- All advertisements should be prepared with a sense of responsibility to the consumer.
- All advertisements should conform to the principles of fair competition in business.
- No advertisement should bring advertising into disrepute or reduce confidence in advertising as a service to industry and to the public.
The Code is divided into four sections: first, the interpretation of the Code; second, the basic rules of advertising; third, rules that are specific to particular situations; and fourth, editorial-style print advertisements. The Code is also supplemented by individual codes, which are determined by the various member organisations or negotiated with governmental institutions.
The deadline for submissions is 30 September 2019, and should be emailed to [email protected].
The Code is accessible (via the ARB website) here.
Please note: The information contained in this note is for general guidance on matters of interest, and does not constitute legal advice. For any enquiries, please contact us at [email protected].