Online car buying portal WeBuyCars.co.za was not misleading in promising to buy and sell any make or model of car in its adverts, the Advertising Regulatory Board has ruled. Complainant Dennis Sibuyi, responding to the online company's adverts, said when he tried to sell his 2016 BMW X6M for R1.4m (its value) he was told he could not because the company did not purchase vehicles worth more than R1m.

A radio ad encouraged potential customers with a voice-over that said: 'Getting your car sold can be real pain but not anymore. WeBuyCars.co.za will come to you and we'll buy your vehicle in a quick and professional way.'

The website stated: 'We buy ANY type of vehicle including, but not limited to, cars, motorbikes, caravans ....'

According to TimesLIVE, the regulator said it had made 'all reasonable attempts' to secure a response from WeBuyCars.co.za but 'the advertiser failed to respond'.

The regulator went ahead and made a ruling based on the information it had, and on Monday said the adverts were not misleading, because it was 'self-evident that the advertiser would not always be prepared to buy a car for the value that the seller deems reasonable'.

'It would therefore appear that they do buy and sell any make or model, but not at any price. The advertisement does not claim "any price" and the hypothetical reasonable consumer would understand that the advertiser will make an offer of what they are prepared to buy the car for.'

Full TimesLIVE report

Ruling