Watchdog finds Checkers Sixty60 TikTok ad misleading

"The advertisement communicates that delivery is available 'anywhere' along the West Coast, the Directorate found, noting that this was not the case in reality. The ARB confirmed that large parts of the West Coast are not serviced by the Sixty60 platform, making the claim problematic."

"In its decision dated 13 March 2026, the ARB found that the helicopter delivery scene was clearly creative exaggeration and would not be interpreted literally by a reasonable viewer. However, the watchdog ruled that the wording used in the advert created a misleading impression about the service's reach."

"The Directorate found the advert in breach of Clause 4.2.1 of the Code of Advertising Practice, which prohibits advertising that is likely to mislead consumers through ambiguity or implication. While acknowledging the campaign's humorous tone, the ARB emphasised that consumers still rely on advertising to convey accurate information about a service."

The Advertising Regulatory Board ruled that Shoprite Checkers' viral TikTok campaign for Checkers Sixty60 is misleading. The "Summer Delivered" advert features a floating house on the West Coast where customers order groceries via the app and receive helicopter delivery. While the ARB acknowledged the helicopter scene as creative exaggeration, it found the messaging "Anywhere" and "Summer delivered" falsely suggests broader service coverage than actually exists. The complaint noted that Sixty60 does not service certain West Coast areas like St Helena Bay. The ARB determined the advert breaches Clause 4.2.1 of the Code of Advertising Practice by misleading consumers through ambiguous implications about service reach.

Read at The South African