Kia South Africa has been told to withdraw or amend a television advert for its Tasman bakkie.
The Advertising Regulatory Board issued the ruling on 8 July 2026.
The ARB found that the advert breached Clause 1 of Section II of the Code of Advertising Practice.
That section deals with advertising that may offend public or sectoral values and sensitivities.
The complaint was lodged by a consumer who said the advert’s depiction of people shaking uncontrollably caused offence.
Complaint raised health concerns
The complainant said the shaking shown in the advert closely resembled symptoms linked to Parkinson’s disease and other neurological disorders.
According to the complaint, the person had a close family member living with Parkinson’s disease.
They argued that the commercial was deeply upsetting, insensitive and inappropriate.
The complainant said using movements resembling symptoms of a serious medical condition for entertainment could be seen as mocking or trivialising people affected by such conditions.
Kia defended the commercial
The advert showed several people struggling to do everyday tasks because they were shaking.
It later revealed that the shaking was caused by the rough ride of their old bakkies.
The advert then contrasted those vehicles with the Kia Tasman, showing its driver enjoying a smoother ride.
The slogan “Built for rough. Tuned for smooth” appeared on screen.
Kia argued that the advert made it clear the shaking was linked to poor ride quality, not any medical condition.
The company also said the advert used parody and acceptable advertising exaggeration.
ARB orders changes
The ARB did not accept Kia’s defence.
It found that the advert could cause offence to people affected by neurological conditions.
The regulator instructed Kia South Africa to remove or amend the commercial as soon as deadlines allow.
The ruling places fresh attention on how brands use humour in advertising.
It also shows that campaigns can face consequences when viewers believe the message crosses a line.
Kia will now have to adjust the advert or stop using it in its current form.