The Advertising Regulatory Board (ARB) has dismissed a complaint against Cars.co.za, ruling that the company’s radio commercial did not constitute harmful stereotyping or discrimination. This decision was announced on 11 September 2025.
The complaint originated from a listener who argued that the advertisement relied on negative portrayals of the Coloured community. The ad began with a tired voice lamenting “car advertising on repeat” before transitioning to upbeat music, featuring a strong Cape Coloured accent declaring: “Whatever car you want to buy or sell, cut through the [bleep] and just go to cars.co.za.”
The complainant expressed offense at the portrayal, stating, “Coloured communities are diverse, respectful, and multifaceted. Reducing us to crude caricatures for the sake of entertainment is both harmful and unacceptable.” The complainant emphasized the importance of promoting inclusive and respectful representations of all South African communities in advertising.
In defense of the commercial, Cars.co.za explained that the character was portrayed by actor Mortimer Williams, who is of Coloured descent. The intention was to create a memorable, distinctly South African voice that celebrated diversity.
In its findings, the ARB acknowledged discomfort regarding the parody of the accent and the inherent tension in using stereotypes for humor. However, it concluded that the characterization was not negative, did not demean Coloured individuals, and did not limit their roles in society.
Consequently, the ARB dismissed the complaint and deemed the advertisement compliant with the Code of Advertising Practice.