The Advertising Regulatory Board (ARB) has upheld a complaint against The Snack Chip Co (Pty) Ltd for misleading advertising on its popular Master Chips product, which claimed to contain “no artificial colours” while listing synthetic colourants in the ingredients.
In a decision handed down on 9 May 2025, the ARB found that the packaging of Master Chips contravened Clause 4.2.1 of Section II of the Code of Advertising Practice, which prohibits advertising that is misleading by implication, omission, or ambiguity.
The Issue
A consumer lodged a complaint after noticing that while the front of the Master Chips packaging boldly claimed “No artificial colours,” the ingredient list on the back included E110 (Sunset Yellow) and E104 (Quinoline Yellow) — both known synthetic dyes. These additives, derived from petroleum and not found in nature, clearly contradict the front-facing claim.
The complainant substantiated their case with chemical descriptions of the listed colourants, reinforcing the assertion that they are artificial.
The Advertiser’s Defense
The Snack Chip Co. responded via its flavour supplier, Africa Flavor Distributors, stating under oath that:
- They do not use tartrazine (E102) or any artificial colourants.
- References to E-numbers such as E110 and E104 on packaging are for “classification and traceability” only, not indicative of actual inclusion.
Despite this sworn affidavit, the ARB found the dual messaging on the packaging – the front claiming “no artificial colours” and the back listing artificial E-numbers – to be materially confusing to consumers.
The Ruling
“The packaging is misleading,” the ARB stated. “Either the claim on the front or the ingredient listing on the back is false, and both cannot simultaneously be true.”
Because consumers rely on clear ingredient information — particularly for health, dietary, and allergy reasons — the ARB concluded that the packaging failed to meet the standard of transparency expected under South African consumer protection norms.
What Happens Next?
The ARB ordered The Snack Chip Co. to:
- Amend the packaging within three months;
- Either remove the “no artificial colours” claim, or
- Ensure the ingredient list accurately reflects the product contents.
The ruling is seen as a win for consumer protection advocates and health-conscious shoppers who depend on honest labelling in food products.
