South Africa, July 28 -- Gail Schimmel, CEO of the ARB, said that in a climate of growing misinformation, the Board wants to be seen as a trusted space where consumers feel confident to raise concerns about advertising that may breach the rules.

"It is important to us that consumers know that there is somewhere that they can go when they feel misled or otherwise upset by advertising," says Schimmel.

She adds that research conducted by the ARB has found that most consumers are unaware there is a regulatory body that can help them with their concerns.

"In addition, we know that there is a common conception that there is no point in complaining because nobody will even respond to your complaint. While we can't comment for other complaints...