Code of Advertising Practice

1. OVERVIEW

This Code of Advertising Practice sets the standards for all advertising, sponsored content, promotions and influencer activity on Pet Union. Its purpose is to protect consumers, ensure truthful marketing, and maintain a safe marketplace for pets and pet owners.

The Code applies to advertising on Pet Union’s website, mobile apps, emails, push notifications, and any third‑party placements purchased through Pet Union’s advertising tools.

2. PRINCIPLES OF ADVERTISING PRACTICE

• Legality — comply with all applicable laws, regulations and industry codes in the jurisdictions where the ad is shown.
• Honesty and accuracy — claims must be truthful, not misleading by omission, and supported by evidence where required.
• Clarity and prominence — material terms, limitations and pricing must be clearly visible and not hidden in fine print.
• Identification — paid ads, sponsored listings, affiliate links and influencer posts must be clearly labelled as advertising.
• Fairness — comparative claims must be fair, verifiable and not denigrate competitors using false statements.
• Safety and welfare — advertising must not promote unsafe practices for animals or encourage neglect, cruelty or illegal activity.

3. ADVERTISING STANDARDS AND REQUIRED DISCLOSURES

General content rules

• Product descriptions must match the product listing and not exaggerate benefits.
• Pricing and fees must be shown clearly, including delivery, handling, taxes and any recurring charges.
• Promotions and discounts must state the qualifying period, conditions and the reference price used to calculate the discount.

Health, nutrition and medical claims

Claims that a product will treat, cure, prevent or diagnose a disease are prohibited unless the product is a regulated veterinary medicine and the claim is authorised by the relevant regulator. Nutritional or performance claims must be supported by competent evidence; vendors must retain substantiation and provide it on request.

Endorsements, testimonials and influencer content

• Paid endorsements and influencer posts must include a clear disclosure such as “Sponsored”, “Paid partnership”, or “Ad”.
• Testimonials must reflect typical user experience or clearly state if results are not typical.

Comparative advertising

Comparisons must be factual, objective and based on verifiable data. Avoid misleading comparisons by omitting relevant differences.

Targeting and behavioural advertising

Targeted ads must respect user privacy and consent settings. Do not target minors with adult products or content inappropriate for children.

4. PROHIBITED CONTENT AND RESTRICTED CLAIMS

Prohibited content

• Illegal products or services, including unlicensed veterinary medicines and controlled substances.
• Content that promotes animal cruelty, unsafe handling, or abandonment.
• False or unsubstantiated health cures or miracle claims.
• Deceptive “bait and switch” offers that advertise unavailable stock or materially different products.

Restricted claims requiring substantiation or prior approval

• Medical or therapeutic claims about animal health.
• Claims about regulatory approvals (e.g., “veterinarian recommended”) unless documented.
• Environmental or sustainability claims must be supported by evidence and not be vague or misleading.

Sensitive categories

Ads for live animals must comply with animal welfare rules, include accurate origin and care information, and not encourage impulse purchases. Ads for regulated services must include appropriate professional credentials and disclaimers.

5. VENDOR AND ADVERTISER RESPONSIBILITIES

• Accuracy and substantiation: Vendors must ensure all ad content is accurate and maintain documentation to substantiate claims for at least 24 months or as required by law.
• Labelling and metadata: Use the platform’s ad labelling tools correctly and provide truthful metadata (product condition, origin, shipping times).
• Promotions and fulfilment alignment: Ensure advertised stock, pricing and delivery promises match actual fulfilment capabilities and update or pause ads if terms change.
• Third‑party creatives: Vendors remain responsible for ads created by agencies or partners and must ensure contractual compliance.
• Influencer agreements: Ensure influencers disclose paid relationships and comply with this Code and applicable advertising standards.

6. REVIEW, APPROVAL AND MONITORING

Pet Union reserves the right to review and approve advertising content before publication. Approval may be automated or manual depending on risk and category. We monitor ads for compliance and may remove or suspend content that breaches this Code. High‑risk categories (health claims, live animals) may be subject to stricter review.

Pet Union may request substantiation for claims; vendors must provide evidence within a reasonable timeframe (typically 7–14 days).

7. COMPLIANCE, ENFORCEMENT AND SANCTIONS

Enforcement actions

• Remedial notice: request correction or removal of non‑compliant content.
• Temporary suspension: pause ad delivery or vendor advertising privileges pending remediation.
• Financial remedies: withhold or claw back promotional credits or withhold payouts where advertising breaches cause consumer harm.
• Account termination: for serious or repeated violations Pet Union may suspend or terminate vendor accounts and remove listings.

Appeals

Vendors may appeal enforcement decisions by contacting support@petunion.co.za. Appeals should include corrective actions and supporting evidence.

8. COMPLAINTS, CORRECTIONS AND DISPUTE RESOLUTION

Consumers may report misleading or harmful ads via the platform’s reporting tools or by emailing support@petunion.co.za. Pet Union will investigate and respond within a reasonable timeframe.

Where an ad is found to be misleading, Pet Union may require a corrective notice to be published and may require refunds or other remedies to affected customers. Disputes about advertising enforcement follow the marketplace dispute procedures set out in the Terms and Conditions.

9. RECORDKEEPING, TRANSPARENCY AND REPORTING

Vendors must retain advertising creatives, scripts, substantiation documents and influencer agreements for the retention period required by law and for at least 24 months. Pet Union may publish anonymised transparency reports summarising enforcement actions and complaint volumes. Pet Union reserves the right to audit advertising records for compliance and to require corrective action where necessary.

10. CONTACT AND ONBOARDING CHECKLIST

Contact
For questions about this Code, to submit evidence, or to appeal an enforcement action contact: support@petunion.co.za.

Onboarding checklist for advertisers

• Confirm legal business name and authorised contact.
• Provide accurate product and pricing information.
• Supply substantiation for health, safety or performance claims.
• Disclose paid partnerships and influencer agreements.
• Confirm shipping and fulfilment commitments align with promotional promises.
• Agree to this Code as part of the advertising terms.