ARB rules on Ster-Kinekor's misleading Ad

THE Advertising Regulatory Board (ARB) tooka closer look at a complaint by a movie lover regarding Ster-Kinekor’s Morvies Club advertisement, which he said promised “bottomless movie tickets per month’, but this is not entirely true.

- ZELDA VENTER

The complainant said upon closer inspection, IMAX and Cinema Prestige experience, which includes 2D and 3D films, were excluded.

The complaint alleged that the Morvies Club advertisement for subscription, which appears on the advertiser’s app and in the lobby to its theatres, is misleading.

According to the complaint, apart from not disclosing that IMAX and Cinema Prestige formats are excluded, the booking interface does not clearly distinguish between included and excluded formats until late in the process.

It was also said that a three-month minimum subscription commitment (price lock) was not disclosed in the advertisement. Ster-Kinekor, in response, submitted that all its marketing campaigns, including those related to its subscription club, are always accompanied by a clear “T&C's” disclaimer.