Two billboards promoting fragrances by a strip club in Cape Town will have to be taken down after a recent ruling by the South African Advertising Standards Authority.
The billboards, by Mavericks, featured a woman in a sexually suggestive pose next to the slogans I was working late or My car broke down . The adverts were for the club's new fragrance line, Alibis.
Complainants claimed that the adverts demeaned and objectified women by portraying them as sexual objects. They said the wording encouraged thought patterns that justified cheating and extramarital affairs.
The ASA said:
It becomes clear that it is not the depiction of a woman's body per se that is problematic. What is of relevance is the reason for the depiction.
The ASA ruled that a woman's body was being used to tantalise the club's male customers into buying a new product, by presenting the fragrance as an extension of its services. The wording of the advert also had no relationship to the female model
within the context of the business and the advertised product.
Mavericks, in its submission, said it would paint clothes onto the billboard but ASA ruled that both the original and amended adverts unduly objectified women. The club will now have to take down the billboards within two weeks.
The Cape Town Fish Market has apologised for a television advert the Advertising Standards Authority (ASA) claimed offended black people and must be withdrawn.
The commercial features a white man playing different characters to demonstrate how truth can be bent in order to mislead. The character uses his fingers to show inverted commas to indicate that sometimes fresh fish is not really fresh. In
one scene his face is blackened and he speaks in a thick African accent.
The ASA, after considering complaints lodged by two people, banned the advert.
In its ruling, the ASA said the complainants found the commercial to be offensive as it portrayed a stereotype that black politicians were liars.
This technique is known as 'blackface', and is an inherently racist form of acting. The black character is depicted with derogatory intention, speaks with a thick accent and recalls a stereotypical black dictator. To achieve the desired result
of showing a corrupt official, there was no need for the man to be made out to be black.
In the second phase of rescuing the self-regulation of advertising in South Africa, the Advertising Standards Authority of South Africa (ASA) has introduced a voluntary levy system on advertising spends.
The scheme sets a voluntary levy of 0.1% of advertising spend and is to be collected by advertising agencies that implement advertising campaigns.
ASA have noted that companies with a massive spend, such that they consider 0.1% is too high, then ASA will be willing to negotiate the figure down.