Auto Car Finder Code of Advertising Practice

1. Introduction

Auto Car Finder is committed to responsible advertising. Advertising published on our platform should be lawful, factual, informative, decent, and fair. It should not mislead consumers, exploit trust, or undermine confidence in the marketplace.

This Code applies to all advertisers, including dealers, dealer groups, private sellers, agencies, commercial partners, and any other party who publishes advertising or promotional content on Auto Car Finder.

2. Scope

For purposes of this Code, “advertising” includes vehicle listings, banners, featured placements, sponsored search results, promoted listings, paid editorial-style content, finance promotions, pricing messages, graphics, videos, headlines, and other commercial content displayed on Auto Car Finder.

3. Core principles

All advertising on Auto Car Finder must be:

• lawful;
• truthful and not misleading;
• decent and respectful of public values;
• socially responsible;
• fair to consumers and fair to competitors.

4. Honesty and accuracy

Advertising must not abuse consumer trust or take unfair advantage of a consumer’s lack of knowledge, experience, or ability to assess the claim.

Vehicle ads, dealership ads, finance ads, and any other promotional content must be accurate in their overall impression, not just technically correct in isolated wording.

5. Substantiation

Any objective claim capable of proof must be supported by suitable evidence before publication. Advertisers must hold current and relevant documentary support for claims relating to pricing, savings, mileage, fuel economy, product quality, availability, comparisons, performance, awards, market position, or any other objectively verifiable claim.

6. Misleading claims

Advertising must not mislead by statement, omission, ambiguity, exaggeration, unrealistic impression, visual presentation, headline emphasis, or fine print that contradicts the main message. Headlines, captions, and pricing callouts must be clear and must not create a false impression that is only corrected elsewhere.

Obvious humour, puffery, or harmless exaggeration may be acceptable where it is clearly recognisable as such and is not likely to be taken as a literal factual claim.

7. Pricing and value claims

Prices must be presented clearly and honestly. Where a sale price, special, saving, or discount is advertised, the advertiser must be able to support the claim. Consumers must not be misled about the true cost of the vehicle, product, or service.

• Quoted prices should clearly relate to the actual advertised vehicle or advertised offer.
• Where compulsory or unavoidable charges apply, they must not be hidden deceptively.
• “From” and “up to” claims must not be used in a way that misleads consumers about typical availability.
• “Free” claims must not be used where hidden cost recovery makes the offer misleading.

8. Comparative advertising

Comparative advertising is permitted only where comparisons are fair, factual, relevant, objectively verifiable, and not misleading. Advertising must not unfairly attack, discredit, or exploit a competitor’s goodwill. Products compared should be genuinely comparable and intended for the same or similar purpose.

9. Testimonials and endorsements

Testimonials and endorsements must be genuine, current, and based on real experience. They must not contain misleading claims or create a false impression about outcomes, product efficacy, dealership standards, or consumer experience.

10. Privacy and use of people in advertising

Advertising should not use a living person’s image, identity, or likeness without suitable permission, except where lawful exceptions apply. Advertisers should also avoid unjustifiable exploitation of a person’s fame, reputation, or private rights.

11. Safety and harmful content

Advertising must not encourage dangerous practices, criminal activity, unlawful conduct, cruelty, discrimination, or harmful behaviour. It must not rely on fear, violence, or offensive content without a legitimate and justifiable basis.

12. Advertising to or involving children

Advertising likely to influence children must be handled with special care. It must not exploit children’s credulity, encourage unsafe behaviour, or portray children in inappropriate, provocative, or harmful ways. Safety remains a priority whenever children appear in or are likely to be influenced by advertising.

13. Identification of advertising

Advertising must be clearly recognisable as advertising. Sponsored results, boosted placements, promoted listings, and similar paid visibility products must be identifiable to an ordinary user through labels such as “Sponsored”, “Promoted”, or “Ad”, where applicable.

14. Motor vehicle advertising

Vehicle advertising must be especially careful about price, availability, fuel economy, mileage, condition, and finance claims. Where standardised fuel consumption figures are used, it should be made clear that they may not reflect real-world driving and are often presented for comparison purposes only.

Lease, rental, and finance-style motor offers should clearly disclose the payment basis and must not create a misleading impression about the total price actually payable.

15. Financial advertising

Finance-related advertising should be especially careful not to exploit consumer inexperience or misunderstanding. It should present commitments, rates, and repayment-related messaging clearly and responsibly. Any reference to interest rates should be expressed with the applicable time basis, such as “per annum”, where relevant.

16. Guarantees, warranties and “free” claims

Guarantees and warranties must be described clearly so that consumers are not misled about the nature, scope, duration, or legal effect of the promise. Where a money-back or refund-style undertaking is advertised, the conditions and applicable period must be stated clearly.

17. Non-availability and stock representation

Advertisers should not publish advertising unless they have reasonable grounds to believe that the advertised vehicle, product, or offer is genuinely available. Advertising should not be used to test demand for non-existent stock or unavailable offers.

18. Enforcement

Auto Car Finder may review, reject, edit, label, suspend, remove, or otherwise limit advertising that appears inconsistent with this Code, our Terms, our Listing Rules, our Duplicate Listings & Fraud Prevention Policy, or applicable law.

Depending on the case, we may:

• request substantiation or correction;
• require clearer disclosures;
• limit visibility or remove promotional features;
• hold listings or ads for review;
• suspend or restrict repeat offenders.

19. Changes to this Code

Auto Car Finder may amend this Code of Advertising Practice from time to time. The updated version will be published on the website with the latest revision date.

20. Contact details

Auto Car Finder (Pty) Ltd (2026/281296/07)

087-822-1096
130 St Georges Road, Observatory, Johannesburg
info@autocarfinder.co.za