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Upon thorough examination of the evidence and arguments presented, the ARB concluded that Africa Padel's advertising was indeed misleading. Despite the company's claims of selling items at the advertised price to a limited number of customers, the promotion failed to disclose adequately the scarcity of the discounted items.
Furthermore, the Directorate noted that the items were not easily accessible on the landing page of the website, indicating a possible intention to drive traffic rather than facilitate sales of the discounted items.
However the ARB ruled that Africa Padel's advertising contravened Clause 4.2.1 of Section II and Clause 16 of Section III of the Code of Advertising Practice. Although the promotion has ended, the Advertiser has been instructed to consider this ruling when preparing future promotions of a similar nature.
"The Directorate is therefore of the opinion that, based on the Advertiser’s own submissions, and the copies of the records supplied by the Advertiser, the Advertiser did not have enough stock to supply the likely demand created by its advertisement. The Advertisement gave no indication of the extremely low number of items that would, in fact, be available for R3. This is misleading," said the ARB.