Does your advertisement comply with the general principles of advertising, as set out by the ASA and what action can consumers take against you as a result of non-compliance with the general principles?

  In terms of the standards of advertising, all advertisements must comply with certain criteria as set out by the Advertising Standards of Authority of South Africa’s (ASA) Codes of Advertising.  One of these general principles is misleading claims.  In this regard, it provides that “Advertisements should not contain any statement or visual presentation which, directly or by implication, omission, [...]