A PROFILE OF THE
ADVERTISING REGULATORY BOARD

The ARB was founded in 2018, after the forced liquidation of the Advertising Standards Authority of South Africa (ASA). It replaced the ASA in terms of the Electronic Communications Act in administering the Code of Advertising Practice. It is recognised by ICASA and the ICC as the correct body to administer the Code of Advertising Practice in South Africa. In 2023, the ARB won the International ICAS Special Recognition Award for the obstacles that it has overcome. The ARB handles about 600 complaints a year, and continues to grow the Code and membership.

In a 2022 judgement, the Supreme Court of Appeal affirmed in Bliss Brands (Pty) Ltd v Advertising Regulatory Board NPC and Others that the ARB has the authority to issue an instruction (for the benefit of its members) over any advertisement (including non-members' advertisements). The ARB will issue a decision on the advertising of non-members for the guidance of its members.

In terms of Section 55 of the Electronic Communications Act, broadcasters are bound by the decisions of the ARB.