Facebook Ads Agency Africa journal
What happens when someone complains about your advert to the ARB
A complaint to the Advertising Regulatory Board can come from a consumer who felt misled or from a competitor who disputes a claim. Either way, the process moves quickly once it starts. Understanding the procedural guide in advance helps a business respond calmly and on time.
By Facebook Ads Agency Africa editorial · · 2 min read
Who can complain, and when
Anyone may lodge a complaint. Consumer complaints are dealt with free of charge, while competitor complaints carry a non-refundable filing fee. Complaints must be in writing and state their grounds, ideally with a copy of the advert. The advertising must have been published within the last 90 days, or still be current.
The ARB recommends that complainants try to resolve the matter with the advertiser first, although this is not required. A clear contact route for advertising queries can settle issues before they become formal.
Respond within the deadline
The ARB Directorate can require the advertiser to respond within five days, or sooner when the matter is urgent, and may consider an extension request. Responses usually include the substantiation behind the disputed claims, which is why holding evidence before publication matters so much.
The Directorate may resolve a matter informally, issue a ruling or refer it to a committee. A voluntary undertaking to withdraw or amend an advert can be recorded as a ruling.
Know the possible outcomes and appeals
Sanctions in the procedural guide include withdrawing the advert in its current form, submitting amended advertising for pre-publication advice, pre-clearance of future advertising after more than one adverse ruling in twelve months, adverse publicity and publishing a summary of the ruling at the advertiser's cost. For internet advertising, withdrawal is generally expected immediately.
A Directorate ruling can be appealed to the Advertising Appeals Committee within ten days, and that committee's ruling to the Final Appeal Committee within twenty days. A ruling must be followed until it is reversed or suspended, even while an appeal is under way. Businesses that are not ARB members should note that the ARB may still rule on their adverts for the guidance of its members.
- Name a person to handle advertising complaints.
- Keep substantiation ready for every live advert.
- Diarise the response deadline the moment a complaint arrives.
- Plan how you would withdraw or amend an online advert quickly.
- Comply with a ruling while any appeal is pending.