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Stronger oversight may protect South Africans from misleading advertising

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Posted 23 August 2016

An article by Dr Rudi de Lange, Associate Professor in Visual Communication, Tshwane University of Technology, published on August 16, 2016 to The Conversation.

Stronger oversight may protect South Africans from misleading advertising

South Africa has an effective and functioning advertising self-regulator. But it doesn’t always work as it should. The self-regulatory regime in place cannot do enough to protect consumers because it is based on the willing cooperation of advertisers.

The Advertising Standards Authority of South Africa’s (ASASA) Advertising Code of Practice requires advertisements to be legal, decent, honest and truthful. It is based on an international code and is similar to advertising codes in most developed and developing countries, such as the UK, Australia and Malaysia. But ASASA is not a statutory body and it does not have the teeth to enforce its rulings on non-members. It cannot impose penalties on advertisers and … Read the rest

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