You can't count on UCount ads, watchdog tells Standard Bank customers 24 April 2021 - 12:22 'Up to R5 back' is a misleading claim by Standard Bank, says advertising watchdog. Image: Advertising Regulatory Board One of SA's big five banks has been censured for practising “deception” in advertising for its rewards programme. Standard Bank's UCount scheme offers “up to R5 back” per litre of fuel bought at a Caltex filling station. After a ruling on Friday by the advertising watchdog, it has been ordered to withdraw the claim because it applies to only 1% of UCount customers. The next best reward under the tiered UCount programme gives customers only R1.25 per litre, said the Advertising Regulatory Board.