Cape Flair Faces Backlash Over Misleading Marketing Practices

The Advertising Regulatory Board ARB has upheld a complaint against Cape Flair, a brand accused of misleading consumers about its origins and product sourcing, in a significant ruling that highlights the ongoing debate over authenticity in marketing, reports Cape town Etc .

The ruling is particularly timely as South Africa grapples with a growing movement encouraging support for local businesses.

The complaint centres around the impression created by Cape Flair's advertising, which seemingly places the brand within the heart of Cape Town. With picturesque beach scenes, local slogans and an address listed at the V A Waterfront, the brands online presence is decidedly crafted for local appeal.

However, an investigation revealed that the reality is far from it, as Cape Flair relies on a global supply chain, primarily sourcing products from China.

As reported by Biz Community, the ARB's ruling cited various aspects of Cape Flair's marketing that contribute to the misleading narrative.