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The Advertising Standards Authority of South Africa (ASA) is an independent body set up and paid for by the marketing communications industry to regulate advertising in the public interest through a system of self-regulation.
The ASA works closely with government, statutory bodies, consumer organisations and the industry to ensure that the content of advertising meets the requirements of the Code of Advertising Practice.
Rules and Procedures
The Code of Advertising Practice is the guiding document of the ASA. The Code is based upon the International Code of Advertising Practice, prepared by the International Chamber of Commerce.
This is internationally accepted as the basis for domestic systems of self-regulation. It forms the foundation of this Code in which the basic principles laid down in the International Code are related to the particular circumstances of advertising in South Africa. The Code is drawn up by the ASA with the participation of representatives of the marketing communications industry, and is amended from time to time to meet the changing needs both of the industry and of our society.
This Code is supplemented by individual codes, which are determined by the various member organisations or negotiated with governmental institutions. These individual codes are reflected in the Appendices to the Code. All such codes conform to the general principles laid down by this Code and differ only in detail where the individual needs are to be met.
A hard copy of the Code, which is available in a loose leaf binder, may be obtained from LexisNexis Butterworths.
Complaints
Where can I complain?
Any person can lodge a complaint with the ASA regarding the content of an advertisement. The ASA will deal with complaints about advertising content but not with complaints about contractual matters or service standards.
When do I complain?
If a person believes that the content of an advertisement is untruthful, misleading or harmful in any way, a complaint may be lodged.
Are there any criteria for a complaint?
All complaints lodged with the ASA must meet the following criteria:
- The complaint must be in writing.
- The identity of the complainant(s) must be disclosed.
- The contact details of the complainant(s) should be clearly stated.
- The grounds on which the complaint is based must be clearly stated.
- Where the complaint relates to advertising on broadcast media (e.g. television, radio or on cinema) information should be furnished on where and when the advertisement was screened / transmitted.
- Where signs, posters or any form of outdoor advertising is involved, the nature of the advertisement and the wording should be specified.
- When the complaint is about print advertising, the relevant advertisement should be attached.
- If possible, the contact name, address or telephone / fax number of the advertiser should be provided.
Complaints may be submitted as follows:
- By delivery, to the ASA at Willowview, Burnside Island Office Park, 410 Jan Smuts Avenue, Craighall Park, Johannesburg;
- By post to, PO Box 41555, Craighall, 2024;
- By fax to +27 11 781 1616; or
- E-mail complaint to: complaint@asasa.org.za
Responsibility for establishing receipt by the ASA of a complaint lies with the complainant.
Are there any costs?
Consumer complaints will be dealt with free of charge. Competitor complaints are subject to a non-refundable filing fee of R6270, inclusive of VAT, before the complaint will be investigated. |
