- The Advertising Regulatory Board upheld a consumer complaint against Mia & Leah Cape Town over several advertising claims.
- The watchdog found the company gave a misleading impression that it was based in Cape Town.
- Claims about free delivery with The Courier Guy and years of fashion industry experience were not backed up by evidence.
Claims that it was based in Cape Town, offered free delivery with The Courier Guy, and had more than a decade of fashion industry experience have landed online clothing retailer Mia & Leah Cape Town in hot water with the Advertising Regulatory Board (ARB).
The watchdog upheld a consumer complaint and found that several claims on the company’s website and Facebook page were misleading and not backed by evidence. Mia & Leah Cape Town did not respond to the complaint despite being given the chance to do so.
Claims about the Cape Town location questioned
The consumer argued that the business created the impression that it was a Cape Town fashion retailer, while parcel tracking information showed that goods were being shipped from China.
The ARB agreed that the repeated use of the words “Mia & Leah Cape Town” in the website address, Facebook page and branding would lead consumers to believe that the company operated from Cape Town.
The directorate found that the advertiser provided no proof that it was based in Cape Town and ruled that the references to Cape Town were misleading.
The ruling recorded, “The prominent reference to Cape Town is likely to create a misleading impression about the location and operational base of the advertiser.”
Delivery and experience claims not proven
The consumer also challenged the claim, “Free delivery with The Courier Guy throughout South Africa.”
According to the complaint, enquiries with The Courier Guy showed the courier company was unaware of the business. Since the advertiser did not respond, the ARB found no evidence to support the delivery claim.
The watchdog also looked at claims that the business had been providing the best customer service for decades and had more than 10 years of experience in the fashion industry.
Public records showed the company’s Facebook page was only created in January 2026, and its website domain was registered in the same month.
The directorate found that the claims, “We have been providing the best customer service for decades” and “Over 10 years of experience in the fashion industry”, were untrue and misleading.
Advertising restrictions imposed
As a result of the ruling, ARB members have been asked not to accept advertising containing the disputed claims.
These include statements suggesting that the business is based in Cape Town, claims of free delivery with The Courier Guy throughout South Africa and claims about decades of customer service or more than 10 years of fashion industry experience.
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