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Consumer complaint prompts review of Ster-Kinekor’s ‘Morvies Club’ advertisement
The Mercury
|August 19, 2025
THE Advertising Regulatory Board (ARB) took a 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.
The complainant said upon closer inspection, the IMAX and Cinema Prestige experience, which include 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.
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