The ARB Directorate upheld a consumer complaint in its 29 October ruling, finding that a Jetour Vanderbijlpark advertisement breached a rule against misleading claims. Star Motor Group’s advertisement appeared on YouTube in September 2026 and said the vehicle was “built in South Africa” beside a prominent South African flag. Star Motor Group did not respond to the complaint.

The complainant argued that the vehicle is manufactured in China by Chery Automobile and imported into South Africa as a fully built-up unit, meaning a complete vehicle rather than a component kit for local assembly. The wording and flag together allegedly gave consumers a false impression about the vehicle’s country of manufacture.

What did the ARB find?

In its 29 October ruling, the Directorate found that the wording “built in South Africa” creates an unambiguous impression that the vehicle is currently being manufactured in the country. The finding turns on current production, not on where assembly might begin later.

The Directorate also considered comments from Jetour International president Ke Chuandeng, who was quoted as saying that “local production of the vehicles would begin in 2027.” It said the statement appeared to contradict the advertisement and indicated that the vehicle was not currently being built in South Africa in the manner consumers would reasonably understand.

Under Clause 4.2.1 of Section II of the ARB Code of Advertising Practice, the Directorate found the advertisement in breach of the prohibition on statements or visual presentations likely to mislead consumers. The claim was not assessed in isolation: the prominent flag formed part of the presentation that the complainant said created the false impression about origin.

The timing makes the regulatory conclusion direct. Jetour’s September 2026 advertisement asserted current South African manufacture, while the executive statement quoted to the Directorate placed local production in 2027. The 29 October decision therefore treated a stated future milestone as evidence against, rather than support for, a present manufacturing claim.

What must Star Motor Group and ARB members do?

The 29 October decision sets two operational consequences for Star Motor Group and the ARB’s advertising members. Its requests are specific:

• Withdraw the September 2026 YouTube advertisement and stop using the “built in South Africa” claim until the vehicle is actually manufactured locally.
• Instruct ARB members not to accept advertising from the advertiser containing the claim until the claim can be substantiated (supported by verifiable evidence).

For Star Motor Group, the commercial sequence is explicit. Continued use of the phrase would ask consumers to treat planned 2027 assembly as completed local production, the proposition the Directorate rejected in its 29 October ruling.

How far does the ruling reach?

The ruling guides ARB members rather than binding the entire market. The Directorate said the board cannot compel non-members to participate in its processes or impose sanctions on them, although it can rule on advertisements for the guidance of members.

Can Jetour use the claim once local production starts?

The 29 October decision does not prevent Jetour from making the claim in future if local manufacturing begins and the wording accurately reflects production. Its restriction is conditional rather than permanent: the ARB asks Star Motor Group to stop the claim while the vehicle remains imported from China, while future use remains available once local production starts.

Ke Chuandeng’s 2027 statement supports that future sequence rather than the September 2026 wording. A future assembly date cannot substantiate a present manufacturing claim, which is the distinction the Directorate drew when it upheld the complaint.

The 29 October ruling separates two questions for any future use of the claim: whether production occurs locally now and whether the advertisement reflects that production accurately. Jetour can satisfy that standard only after the local production scheduled for 2027 becomes operational and verifiable.

Jetour can use “built in South Africa” once verified production begins and the wording accurately reflects it, but not while an advertisement asserts current local manufacture that the regulator has found misleading. For Star Motor Group, the requested outcomes are withdrawal of the September 2026 promotion, suspension of the claim and an instruction to ARB members to reject advertising containing it until substantiation is possible.