Consumer protection through responsible advertising

When the Advertising Standards Authority of South Africa (ASA) went into liquidation in its 50th year, the marketing and advertising industries were determined that this would not mean the end of self-regulation of advertising in South Africa. Protection of the consumer is a priority of government and the marketing and advertising sectors and all parties were determined to ensure that a credible and competent organisation would step into the gap left by the unfortunate demise of the ASA.

The original core members of the ASA – the Marketing Association of South Africa (MASA), the Association for Communication and Advertising (ACA) and the Internet Advertising Bureau (IAB) – all became founding members of the Advertising Regulatory Board (ARB).

The Advertising Regulatory Board administers the widely-accredited Code of Advertising Practice which regulates the content of South African advertising.

Informed by the learnings of 50 years of self-regulation in South Africa, the ARB steps into a new era of industry co-operation and support. The lessons of the past, combined with a fresh, new approach, will ensure that the consumer is protected through responsible advertising.

The ARB accepts complaints from consumers and businesses. To lodge a complaint visit the Complaints page.

Welcome to the Advertising Regulatory Board




The ARB is grateful for the support shown by these leading brands

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