Upholding Fair and Ethical Advertising in Kenya
If an advertisement seems misleading, offensive, or breaks the rules, we’re here to help. Established through the joint efforts of Marketing Society of Kenya (MSK) and Association of Practitioners in Advertising (APA), the Advertising Standards Body of Kenya offers a structured review system to uphold an up-to-date advertising code, addressing your complaints effectively.
YOUR ENTITLEMENT AS A CONSUMER.
We review advertisements to ensure they are legal, decent, and truthful. you can lodge a complaint if an advertisement seems:
01
Misleading or Untruthful
Makes false claims or is not backed by evidence.
02
Offensive or Indecent
Breaches standards of decency or causes widespread offence.
03
Harmful or Illegal
Encourages unsafe/illegal acts or breaches Kenyan law.
04
Exploitative or Unfair
Abuses consumer trust, especially children’s, or attacks others unfairly.
05
An Imitation or Not Clearly an advertisement
Confusingly similar to other ads or not identifiable as an advertisement.
The Code covers most ads you see or hear in Kenya (TV, radio, print, online, outdoor). It generally doesn’t cover private classifieds, foreign media ads, or official notices.
THE COMPLAINTS HANDLING PROCESS
Here’s a quick look at our process:
Lodge Complaint
Submit your concern in writing with details and a small fee (Kshs 1,000 for consumers, Kshs 150,000 for competitor complaints).
Advertiser Responds
We will share your complaint with the advertiser for their response.
ASC Review & Decision
The Advertising Standards Committee (ASC) reviews all information, and may hold a hearing and make a ruling.
Ruling Issued
You’re informed of the decision. Rulings are binding but can be appealed.
We aim for a fair and timely resolution, typically within 90 days from receiving the complaint.
Quick Answers (FAQs)
What does it cost to lodge a complaint?
A Kshs 1,000 admin fee for consumers; Kshs 150,000 for competitor complaints.
What are the basic rules in advertising?
The communication in any advertisement put out to the public must be legal, decent, honest and truthful.
What advertisements does the Code cover?
Most advertisements in Kenya across TV, radio, print, outdoor, and online media.
What if an advertiser ignores a ruling?
We can issue sanctions, like ordering the ad to be withdrawn or publishing adverse publicity.
Seen an advertisement that you believe is misleading, offensive, or unethical? It’s easy to submit your concerns to us. We’ll guide you through the process.
Report a complaint