- Advertising Regulatory Board rulings highlight differing outcomes across three industries.
- Jackpot City fantasy-themed commercial ruled in breach of the Code.
- Burger King and GWM advertising complaints dismissed.
The latest Advertising Regulatory Board rulings have delivered mixed outcomes, demonstrating how the ARB balances consumer protection with advertisers’ creative freedom.
In three separate decisions in August 2025, the Board upheld a complaint against Jackpot City’s gambling advert but dismissed complaints against Burger King’s “Taste on Fire” campaign and GWM South Africa’s Haval H6 commercial.
Jackpot City gambling advert upheld
In the first of these Advertising Regulatory Board rulings, the ARB found Eastern Dawn Sports (Pty) Ltd, trading as Betway/Jackpot City, in breach of the Code. The complaint centred on a 30-second television commercial aired on SABC2, which drew a woman into a fantasy world of animated leprechauns, oversized dice and lottery balls, ending with the tagline “more moments of wow, Jackpot City.”
The complainant argued that the colourful, childlike imagery would appeal to minors, particularly during daytime viewing. The ARB agreed, noting that the disclaimer, “no under-18s”, appeared in tiny font only at the end of the commercial. The Directorate ruled that the advert breached Clause 3 of Appendix G of the Code of Advertising Practice and ordered it to be withdrawn.
Burger King complaint dismissed
The second of the Advertising Regulatory Board rulings concerned Burger King South Africa (Pty) Ltd and a complaint that its “Taste on Fire” slogan misled consumers into believing a chicken burger would be spicy.
Although Burger King is not an ARB member, it responded in good faith, clarifying that the slogan referred to flame-grilled taste rather than literal heat. The ARB Directorate accepted this explanation, noting that Burger King clearly labels its chili-flavoured items separately, and that the average consumer would not be misled. The complaint was dismissed under Clause 4.2.1 of Section II of the Code.
GWM Haval H6 complaint dismissed
The third of the Advertising Regulatory Board rulings dealt with GWM South Africa’s commercial for the Haval H6. The advert showed children wasting bread, milk and toothpaste to create excuses for car trips with their fathers. Complainants argued that the advert was offensive in a country facing food insecurity, and that it sent a troubling message to children.
While acknowledging the sensitivities, the ARB found that the advert used exaggerated humour and unrealistic scenarios to highlight family enjoyment of the vehicle. It ruled that children were unlikely to imitate the behaviour or suffer harm, and that the narrative did not breach the Code’s provisions on offensive advertising or advertising directed at children. The complaints were therefore dismissed.
Broader implications
Taken together, these Advertising Regulatory Board rulings highlight the ARB’s dual role, strictly protecting minors from harmful gambling promotion, while allowing space for advertisers in food and automotive industries to use humour, figurative language and creative storytelling without being penalised for subjective interpretations.
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