Advertising Regulatory Board

The Advertising Regulatory Board (ARB) is an independent entity organised and financed by members of the marketing communications industry of South Africa. Its purpose is to manage South Africa's voluntary, self-regulating system of advertising.

History
In 2018, the ARB was founded after the forced liquidation of the Advertising Standards Authority of South Africa (ASA). It superseded the ASA in terms of the Electronic Communications Act in administering the Code of Advertising Practice.

In 2021, the ARB signed a Memorandum of Understanding with the Independent Communications Authority of South Africa to escalate broadcast licensee issues related to advertising.

Member organisations
The founding members are:


 * Association for Communication and Advertising
 * Interactive Advertising Bureau South Africa
 * Marketing Association of South Africa

Members

 * Association of Independent Publishers
 * Drinks Federation of South Africa
 * National Association of Broadcasters
 * Pet Food Industry Association of Southern Africa
 * Vapour Products Association of South Africa

Jurisdiction
In September 2017, the Supreme Court of Appeal ruled in Herbex (Pty) Ltd v The Advertising Standards Authority that the ASA only had the power to issue an instruction over members.

In a 2022 judgement, the Supreme Court of Appeal affirmed in Bliss Brands (Pty) Ltd v Advertising Regulatory Board NPC and Others that the ARB has the authority to issue an instruction (for the benefit of its members) over any advertisement (including non-members' advertisements).

In terms of Section 55 of the Electronic Communications Act, the ARB has the power to rule against broadcasters.