Advertising watchdog finds Jetour’s R4,999 per month advert misleading
The Advertising Regulatory Board (ARB) ruled that a television advertisement for the Jetour Dashing motor vehicle was misleading because it failed to disclose critical financing information. According to the ARB, the commercial promoted the vehicle as being available “from R4,999 per month” without providing the necessary details for consumers to assess the offer.
Why was the Jetour Dashing advertisement ruled misleading?
A consumer complaint triggered the investigation, alleging the advertisement created a false impression of affordability. The complainant argued that the ad omitted the required deposit, the repayment period, and the residual value attached to the finance arrangement.
The ARB concluded these omissions prevented consumers from making an informed decision. According to the ruling, viewers could not determine the actual cost of the vehicle because material payment terms and conditions were absent.
Which regulations did Jetour South Africa violate?
The ARB found the commercial breached two specific provisions of its Code of Advertising Practice. The advertisement violated Clause 4.2.1 of Section II, which prohibits advertising that misleads consumers through ambiguity or the lack of material information.
Additionally, the board found a contravention of Clause 11.3 of Section III. This clause specifically governs motor vehicle advertising and requires the clear disclosure of payment terms, including actual costs and residual values for lease or rental arrangements.
What are the consequences for Jetour’s future advertising?
Jetour South Africa did not submit a response to the allegations. The ARB noted that the company is not a member of the organization, meaning the regulator lacks direct jurisdiction to compel the company to comply with its rulings.
However, the ARB issued an instruction to its members—which include broadcasters, publishers, advertising agencies, and media owners—to refuse future Jetour South Africa advertisements that promote finance offers without explicit disclosure of payment terms.
Future campaigns may face rejection by media houses if they continue to omit required financial data. Jetour could potentially revise its advertising strategy to align with the ARB’s Code to ensure its commercials are accepted by subscribing media owners.
Frequently Asked Questions
What specific financial details were missing from the Jetour ad?
The advertisement failed to state the required deposit, the repayment or lease period, and the residual value applicable to the financing arrangement.
Can the ARB force Jetour South Africa to change its ads?
No. Because Jetour South Africa is not a member of the ARB, the regulator does not have direct jurisdiction to compel the company to comply.
How did the ARB penalize the company despite a lack of jurisdiction?
The ARB instructed its members, including advertising agencies and broadcasters, to refuse any future Jetour South Africa finance advertisements that do not fully disclose necessary payment terms.
Do you believe “Terms and Conditions apply” is sufficient for financial advertisements?