South Africa, Sept. 25 -- The complaint centred on the phrase "I am what I am", used in Toyota South Africa's advertising for the vehicle. The complainant argued that it was disrespectful to Christianity because of its similarity to the biblical phrase "I am that I am", attributed to God in the conversation with Moses.

The ARB's directorate ruled on 15 September 2026 that the advertisement did not breach the Code of Advertising Practice.

ARB finds no religious reference

The directorate said the advertisement contains no icons, images or other elements that would likely be interpreted as a reference to the Bible or Christianity.

The execution shows the Land Cruiser FJ in an outdoor setting alongside the wording "The all new Landcruiser...