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The City of Joburg

The ASA considered a consumer complaint against a radio commercial promoting the City of Johannesburg Metropolitan Municipality. The commercial states, inter alia,"Imagine a city where you can rest assured, knowing that it is financially stable…”

The complainant submitted that the commercial contains blatant untruths. It claims that the City is financially stable, yet it has received three consecutive qualified audits, with Pikitup bankrupt and the Johannesburg Roads Agency being unable to repair the roads.

All reasonable steps were taken by the ASA to elicit a response from the advertiser, but the advertiser failed to respond. Therefore, the Directorate had no option but to accept the complainant’s submissions as a true reflection of the facts.

Based on the information before it, the ASA ruled that the commercial is communicating a misleading message about the overall wellbeing of the respondent.

Members are therefore requested not to accept advertising from The City of Johannesburg Metropolitan Council with, inter alia, the claim "Imagine a city where you can rest assured, knowing that it is financially stable;…” and any other communication about its overall wellbeing.

 

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