Johannesburg- The new advertising watchdog body, the Advertising Regulatory Board (ARB), handed down its first ruling on November 16.
Dave Bennett complained about Checkers labeling Rama “original” spread as margarine in their advertising, the product was advertised on their catalogue with special deals.
According to Bennett’s argument, the product is not margarine as legally defined, the law says the product should be called “yellow margarine” if it contains a maximum of 16% water.
He said Rama contains more percentage of water.
Checkers did investigate the complaint, their findings found it was labelled incorrectly in the advertising catalogues in KwaZulu-Natal.
“The KwaZulu-Natal advertising team has been informed accordingly, and it will ensure that going forward, the word ‘margarine’ will not be used when advertising Rama.”
The ARB accepted the shop’s use of the word “margarine” when advertising Rama “original” product again.
“This undertaking is not only unequivocal but clearly addresses the concerns raised by Mr Bennett. There is therefore no need to consider or investigate the matter any further.”
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