Red & Yellow
Online Short Course
Responsible Advertising and the Advertising Regulatory Board
Ever wondered how certain brands strike a balance between humor and offense? Who defines the dos and don'ts, and oversees misconduct while promoting ethical conduct? Our new Responsible Advertising micro-course is here to bridge your skills gap and master your understanding of the Code and avoid misleading claims in advertising. It’s exclusive to Red & Yellow and endorsed by the Advertising Regulatory Board, and perfect for marketing and advertising professionals looking to understand how to navigate issues relating to Intellectual Property law in the advertising context. MAC Sector businesses can recognise the price of the course towards their RSM spend for B-BBEE purposes.
Check out your
Course Curriculum
The definition of advertising and identifying adverts
What are the Advertising Regulatory Board and the Code of Advertising Practice?
- Self-regulation and regulation
- The ARB: history, funding, membership and structure
- The Code of Advertising Practice
- Why we need the Code: protecting consumers and brands
Who can file a complaint and how to file a complaint
- Drafting the complaint
- Assessing the complaint
- Responding to complaints
- What happens if the ARB rules against you?
- Appealing the ruling
How to read the Code: the spirit vs the letter, and the hypothetical reasonable person
- Reading the spirit of advertising Code
- ‘Hypothetical Reasonable Person’: the interpretation clause
The big ‘no’s’
- The ‘Offence’ clause: what counts as offensive
- Discrimination in advertising
- Gender: gender stereotyping and negative gender portrayal
Religion
Other clauses to note: Fear, Legality, Safety, Children, and Animals
- The use of Fear in advertising: ‘justifiable reasons’
- Legality
- Safety
- Children
- Animals
Micro case study: calling on the Code - the subjective side
The important bits
Key Info
- Course Duration: 3 Weeks
- Accreditation:
- Access: Online
- Start Date: 2 June 2025
- Cost: R1900.00
What you'll learn
- The role, purpose and function of the Advertising Regulatory Board (ARB)
- Understanding and applying the main principles of the Code through real-world examples;
- Explore the process of lodging and defending complaints
- Explain the substantiation clause of the Code using examples
- Distinguish between acceptable comparative advertising and disparagement
- Analyse scenarios involving imitation and its overlap with Intellectual Property Law
Empower your skillset
Provides you with the essential skills to operate as a responsible marketing or advertising expert within the regulatory framework of South Africa.
Gain exclusive knowledge
This micro course is exclusive and endorsed by the ARB, and our lecturers are industry leaders who bring a wealth of experience to the online classroom.
Understand the laws
This micro course is built to help you understand the principles and fundamentals of ethical advertising and the role of the Advertising Regulatory Board.
Get industry recognition
Gain a Red & Yellow certificate of completion, giving you a blend of theoretical knowledge and hands-on skills.
Red & Yellow courses are made to future-proof your career
Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.
Included in your course:
- An industry-sought-after Certificate of Completion from Red & Yellow
- Original, relevant, and constantly updated content
- An interactive online learning experience that includes videos, live chat sessions, forum discussions, and more
- A team of course coordinators to assist you and Instructional Designers and subject matter experts to guide and teach
This course is perfect for:
- Anyone (and everyone) working in advertising, media, marketing or communications in South Africa
Meet your team:
This course was created by, and benefits from, our partners’ years of experience in the industry.
Andrew Allison
Chief Commercial Officer
Andrew Allison comes with a wealth of knowledge and experience and this corporate lawyer, accountant and B-BBEE specialist is also a business problem-solver of note.
Gail Schimmel
Knowledge Partner
Gail Schimmel, a licensed attorney boasting four degrees, currently serves as the CEO of the Advertising Regulatory Board. Alongside her professional endeavours, she’s authored five novels, including her latest works, “The Accident” and “Two Months”.
Where Commercial Logic meets Creative Magic
Creative thinking is still the most powerful skill of the future, but only if it’s paired with commercial savvy and the ability to adapt. That’s why we equip future thinkers, doers, and makers with the real-world, future-proof skills they need to thrive. Whether you're climbing the ladder or building something of your own, we’ll help you learn how business works – and how to make it work for you.
Brands we work with
Get your copy of our world renowned eMarketing Textbook
Uncover every aspect of digital marketing – from data analysis, SEO, and performance to content marketing, social media, and customer engagement – with our 7th Edition eMarketing Textbook.
Learn More
