The Advertising Regulatory Board has ruled in favour of consumer complaints against advertising appearing on a billboard affixed to the Cydonia Road bridge across the N3 Highway.
Two complainants submitted to the regulatory board argued that the word “f*k*l” appearing on the billboard was considered crude and offensive. Bedfordview and Edenvale News observed on October 5 that the billboard has been amended to read Fear Nothing.
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According to the regulator’s report, the complainants stated that the word was not appropriate to appear on a billboard where children were likely to view it.
The report further stated that the advertiser submitted that its intention was not to offend, but to adopt an innovative and attention-grabbing approach to convey a powerful message.
The unconventional nature of the campaign was necessary to prompt reflection and action uniquely, making its message clear; South Africans need to consider their vulnerability on the road and explore alternative solutions that provide peace of mind – such as its armoured vehicles.
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The advertiser argued that the word is not a swear nor a demeaning word if understood through the South African context.
The regulator considered Clause 14 of Section II (children) to be relevant to this dispute, finding Clause 14 of Section II requires advertisers to be mindful of the fact that their advertising might be visible to children.
It stipulates that advertising should not expose children to anything that might harm them physically, morally, or emotionally and that advertising should not create an impression that being in certain surroundings or behaving in a certain manner would be acceptable when it is not.
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The regulator said it was worth noting that the billboard appears on one of Gauteng’s busiest highways.
If the advertiser had been more selective in its placement, it may have mitigated or nullified any risk of exposing children to this message.
The fact that some communities have (at least according to the advertiser) adopted the Afrikaans word as a colloquial way of saying “nothing” does not automatically bring this word into the realm of the generally acceptable lexicon for children.
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This is especially relevant when a perfectly suitable word (“nothing”) already exists.
While some households may consider the word an acceptable word for a child to say, it is unlikely that this is a universal view, especially in the Afrikaans community.
The ruling was that the advertiser either removed or appropriately amended the billboard.
