The Advertising Regulatory Board (ARB) has ruled that an advertisement by Checkers Sixty60 is misleading, particularly due to its claim of ‘anywhere delivery’ along the West Coast of South Africa. The ruling, made on March 13, 2026, followed a complaint that highlighted the inaccuracy of the advertisement’s assertions.
The advertisement, part of the ‘Summer Delivered’ campaign, featured imaginative elements such as a floating house and helicopter delivery. However, the ARB concluded that these representations misled consumers regarding the actual delivery reach of the service.
The complainant pointed out that Checkers Sixty60 does not deliver to St Helena Bay, which the ARB found to be a significant oversight. The ARB stated, “The advertisement communicates that delivery is available ‘anywhere’ along the West Coast,” which was deemed misleading.
Despite the creative license employed in the advertisement, the ARB emphasized the importance of accuracy in advertising. They noted, “While acknowledging the campaign’s humorous tone, the ARB emphasised that consumers still rely on advertising to convey accurate information about a service.” This highlights the delicate balance between creative marketing and the potential for misleading messaging.
Furthermore, the ARB instructed media owners not to accept or publish the advertisement in its current form, reinforcing the need for compliance with advertising standards. The ruling also pointed out that large parts of the West Coast are not serviced by the Sixty60 platform, further validating the complaint.
Checkers Sixty60 is not a member of the ARB and is not legally bound by its rulings, which raises questions about the enforcement of such decisions. The ARB’s findings serve as a reminder of the regulatory landscape surrounding advertising practices in South Africa.
In response to the ruling, observers have noted the implications for future advertising campaigns, particularly those that utilize exaggerated or fantastical elements. The ARB’s decision underscores the necessity for advertisers to ensure that their messaging does not mislead consumers, regardless of the creative methods employed.
As the situation develops, it remains to be seen how Checkers Sixty60 will respond to the ARB’s ruling and whether any changes will be made to their advertising strategies moving forward.
