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Unfair or simply being used by the anti e-toll brigade? It is difficult to decide which of these descriptions best describe the Advertising Standards Association’s (ASA) handling of SANRAL advertising.

It threatens the South African National Roads Agency with strict sanctions if it does not immediately withdraw an ad on the new e-toll dispensation. That ruling was made this week. The ad in question was not flighted beyond June. What is there to withdraw? Anti e-toll is the best description, says Vusi Mona, the road agency’s communications manager.

Unfair is more apt a description for an earlier ruling on an ad regarding the number of registered e-tags. ASA queried the figures last year, after receiving a complaint, and SANRAL had the numbers reviewed by an outside company, which confirmed the figures. This was brought to the attention of ASA e yet it has never taken the audit firm’s findings into account and rescinded its ruling.

It is interesting that ASA only reacts to e-toll ads and shows no interest in the rest of the expanded advertising campaign. Is it now unwittingly part of the campaign against e-tolls?

SANRAL has always adhered to ASA rulings but will in future have to question these and possibly disregard them as the agency is not bound in law to adhere to them. ASA is a self-regulatory body and has no absolute jurisdiction over the roads agency.

SANRAL reiterates its disagreement with the ASA on its latest ruling.

Issued by SANRAL