Findings
The ASA findings were as follows:
Paarl Media (Naspers) and its Shopper Friend brochure were instructed to:
According to Gill Randall, joint MD of the Newspaper Advertising Bureau (NAB), the finding is a huge indictment of Paarl Media and Naspers as a whole, given its position as a dominant player in the media industry. It effectively means the advertising brochure was found to be misleading and dishonest. This is not the first occasion in recent times that Caxton has been forced to submit a complaint to the ASA with regard to misleading and untrue information being circulated by a division of the Naspers group. In conclusion, we are disappointed that the advertising industry has been misled by a major media player which is fully conversant with the provisions of the ASA Code.
Detailed complaints, rulings