Code of Commercial Conduct

Code of Commercial Communication and Code of Conduct

All members of the ARA subscribe to a strict and comprehensive Code of Commercial Communication, which includes stringent rules on advertising, packaging and promotions and media use and which has been updated and expanded on a number of occasions since its inception.

Complaints relating to the practices of the member companies, in any of the above mentioned areas, can be reported on the toll-free complaints line 0860 272 237 . Advertisements, packaging or promotions, found to be in breach of the Code are caused to be withdrawn or ceased immediately, often at great expense to the company in question.

ARA has appointed an independent code arbitrator who makes the final ruling should there be a dispute regarding whether or not the complaint is valid. The current arbitrator is Mrs Deline Beukes who served for many years as head of the Advertising Standards Authority and is an acknowledged expert in the field.

Past rulings provide ample evidence that the Code is strictly applied and that it does provide a viable means of addressing the concerns of responsible community groups. ARA runs regular Code workshops for the marketing staff of the member companies and the advertising agencies who work for the industry.

These workshops ensure consensus regarding the interpretation of the clauses in the Code. The ARA also developed a Code of Conduct for the retail trade which serves as a guide for both the licensed and unlicensed trade and assisted the Department of Trade and Industry with a training programme to empower licensees with necessary information and thereby assist them with ensuring legal and ethical trading.

The Code of Commercial Communication and Conduct includes: