The ruling follows a consumer complaint against an advertisement by Star Motor Group for Jetour Vanderbijlpark, which appeared on YouTube in September 2026.
The complainant argued that the vehicle is manufactured in China by Chery Automobile and imported into South Africa as a fully built-up unit. The use of the claim alongside a prominent South African flag was said to give consumers a false impression about the vehicle's country of manufacture.
Star Motor Group did not respond to the complaint.
In its 29 October ruling, the ARB Directorate found that the wording “built in South Africa” creates an unambiguous impression that the vehicle is currently being manufactured in the country.
The Directorate also referred to comments by Jetour International president Ke Chuandeng, who was quoted as saying that local production of the vehicles would begin in 2027. It said this appeared to contradict the advertisement's claim and indicated that the vehicle was not currently being built in South Africa in the manner consumers would reasonably understand.
The Directorate found the advertisement to be in breach of Clause 4.2.1 of Section II of the ARB Code of Advertising Practice, which prohibits statements or visual presentations likely to mislead consumers.
The ARB has requested that Star Motor Group withdraw the advertisement and stop using the “built in South Africa” claim until it is actually manufacturing the vehicle locally.
It has also instructed its members not to accept advertising from the advertiser containing the claim until it can be substantiated.
The ruling is issued for the guidance of ARB members. The Directorate noted that the board cannot compel non-members to participate in its processes or impose sanctions on them, but can rule on advertisements for the guidance of its members.
The decision does not prevent Jetour from making the claim in future if local manufacturing begins and the wording accurately reflects production.
