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IOL News
08-07-2025
- Automotive
- IOL News
Advertising Regulatory Board rules on Road Accident Fund's morgue ad during Comrades Marathon
The Advertising Regulatory Board was faced with a complaint against a commercial by the RAF to warn people to drive safely. Image: Supplied A Road Accident Fund advertisement, aired on a Sunday during the Comrades Marathon, showing a body in a morgue with a toe tag with the words 'Car Accident' and a voice warning 'Your trip should not end here', was the subject of a complaint before the Advertising Regulatory Board (ARB). The advertisement, which is a message conveyed by the RAF for safe driving, sparked a complaint by a viewer, who said family viewing, such as the Comrades Marathon, should be safe spaces and free of distress to young viewers, such as his child, who saw it. The directorate of the ARB remarked that as this commercial was broadcast on a Sunday afternoon, during an international sporting event, it can be assumed that children may well be watching television with their parents. It, therefore, accepts that the commercial was likely to have been seen by children, even if they were not the intended audience. Video Player is loading. Play Video Play Unmute Current Time 0:00 / Duration -:- Loaded : 0% Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Background Color Black White Red Green Blue Yellow Magenta Cyan Transparency Opaque Semi-Transparent Transparent Window Color Black White Red Green Blue Yellow Magenta Cyan Transparency Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Dropshadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. Advertisement Next Stay Close ✕ It noted that the complainant's concern appears to be that the concept, and visuals, of a morgue, bodies, and death in general, are not suitable for daytime viewing when families are watching television. It, however, commented that it can also be assumed that South Africa's notoriously high road fatality figures would likely require some form of confrontation to grab viewers' attention. It is also not uncommon for entities that strive to bring about social change to rely on confronting communication to deliver their message to consumers. But, the ARB said, children are not the target audience for this message, which is aimed at drivers. The commercial does not feature children, and creates no expectation that children should emulate unsafe behaviour. It is, therefore, extremely unlikely that any child would suffer physical harm as a consequence of viewing the commercial or emulating anything seen in it. In addition, the ARB said that the commercial does not contain images of gratuitous violence. For example, one does not see the various car accidents that are presumed to have led to the bodies visible in the morgue. The only objectionable issue raised by the complainant is the fact that the commercial is set in a morgue, and that bodies are shown. But the ARB said that the bodies shown in the commercial are either covered entirely by blue sheets or are only shown in a way that leaves their feet visible. There are no gratuitous visuals that are likely to shock viewers or children. No blood, dismemberment, or deformation can be seen, and the setting is clinical, rather than overtly morbid or macabre, the directorate said, adding that it is not convinced that the images shown would cause a young child emotional harm. It added that children may not necessarily be used to discussing death and its associated trauma. At the same time, however, these themes are common in everyday media, television shows, and movies, including those primarily intended for family viewing.
South China Morning Post
19-06-2025
- Automotive
- South China Morning Post
Calling women ‘birdies' is offensive, deems South African advertising regulator
A billboard in South Africa showing two women in a car with the headline 'not your average birdies' has been ruled offensive, the advertising regulator said on Thursday. The ad, placed near a golf course in the city of Johannesburg, was for the real estate agency Chas Everitt, which can appeal against the ruling issued on June 13 by the Advertising Regulatory Board (ARB). 'The use of the term 'birdie' constitutes negative gender portrayal,' it said. 'This advertisement is also offensive ... as sexism is a problem that affects both women and broader society.' The decision followed an official complaint that there was 'no mention of property on the board nor images that connect them [the two women] in some way to the work [of real estate agents]'. 'It's not clear what attribute of the 'birdies' depicted in the billboard are above average; is it their looks, their car? Their make-up? Their hairdo?' the complainant was quoted as saying in the ruling. The real estate agency said a 'birdie' was desirable in golf and 'not offensive to women'. Photo: Kyodo The complainant also referred to a 'community WhatsApp conversation supporting that the advertisement is widely disliked'.
Malay Mail
19-06-2025
- Business
- Malay Mail
South African ad board: Calling women ‘birdies' is 'offensive' as billboard near golf course draws ire for sexist wordplay
JOHANNESBURG, June 19 — A billboard in South Africa showing two women in a car with the headline 'not your average birdies' has been ruled offensive, the advertising regulator told AFP yesterday. The ad, placed near a golf course in the city of Johannesburg, was for the real estate agency Chas Everitt, which can appeal the ruling issued on June 13 by the Advertising Regulatory Board (ARB). 'The use of the term 'birdie' constitutes negative gender portrayal,' it said. 'This advertisement is also offensive... as sexism is a problem that affects both women and broader society.' The decision followed an official complaint that there was 'no mention of property on the board nor images that connect them (the two women) in some way to the work (of real estate agents)'. 'It's not clear what attribute of the 'birdies' depicted in the billboard are above average, is it their looks, their car? Their makeup? Their hairdo?' the complainant was quoted as saying in the ruling. The complainant also referred to a 'community WhatsApp conversation supporting that the advertisement is widely disliked'. Similar to 'bloke' Chas Everitt, in its response detailed in the ruling, said that 'the term 'birdies' in the advertisement refers both to the agents depicted therein specifically (not all women, or people generally) and the golfing scoring term.' It said it was a play on words since the ad was placed near a golf course and 'birdie' was a 'desirable score in golf... therefore not offensive to women'. 'The agents portrayed in the advertisement are clearly represented as professionals, in a manner that is neither demeaning nor objectifying,' it added. Additionally, the company argued that 'the colloquial use of 'bird' is similar to the use of 'bloke' when referring to men'. However, the regulatory board said that the advert objectified and undermined women. 'The word 'bird' describes an animal, and referring to women in this way therefore objectifies them, while 'bloke' does not objectify men in the same way,' the regulator said. 'Golf associations notwithstanding, the term 'birdie' is the diminutive of 'bird' and further infantilises the women it is referring to,' it added. — AFP
The South African
19-06-2025
- Business
- The South African
Estate agent billboard calling women 'birdies' sparks outrage, ruled sexist
A billboard in Johannesburg showing two women in a car with the headline 'not your average birdies' has been ruled offensive. So says the Advertising Regulatory Board (ARB). The ad, placed near a golf course in Johannesburg, was for the real estate agency Chas Everitt, which can appeal the ruling by the ARB. 'The use of the term 'birdie' constitutes negative gender portrayal,' it said. 'This advertisement is also offensive… as sexism is a problem that affects both women and broader society.' The decision followed an official complaint that there was 'no mention of property on the board nor images that connect them (the two women) in some way to the work (of real estate agents)'. 'It's not clear what attribute of the 'birdies' depicted in the billboard are above average, is it their looks, their car? Their makeup? Their hairdo?' the complainant was quoted as saying in the ruling. The complainant also referred to a 'community WhatsApp conversation supporting that the advertisement is widely disliked'. Chas Everitt, in its response detailed in the ruling, said that 'the term 'birdies' in the advertisement refers both to the agents depicted therein specifically (not all women, or people generally) and the golfing scoring term.' It said it was a play on words since the ad was placed near a golf course and 'birdie' was a 'desirable score in golf… therefore not offensive to women'. 'The agents portrayed in the advertisement are clearly represented as professionals, in a manner that is neither demeaning nor objectifying,' it added. Additionally, the company argued that 'the colloquial use of 'bird' is similar to the use of 'bloke' when referring to men'. However, the regulatory board said that the advert objectified and undermined women. 'The word 'bird' describes an animal, and referring to women in this way therefore objectifies them, while 'bloke' does not objectify men in the same way,' the regulator said. 'Golf associations notwithstanding, the term 'birdie' is the diminutive of 'bird' and further infantilises the women it is referring to,' it added. Let us know by leaving a comment below, or send a WhatsApp to 060 011 021 1 Subscribe to The South African website's newsletters and follow us on WhatsApp, Facebook, X and Bluesky for the latest news.
IOL News
19-06-2025
- Business
- IOL News
Billboard referring to women as 'Birdies' sparks outrage, ruled sexist by ARB
IOL A consumer complained to the Advertising Regulatory Board over a billboard that she felt was sexist. Image: Screenshot /ARB In a striking example of how language can stir public sentiment, a recent advertising campaign featuring two female estate agents described as 'birdies' has sparked outrage. This incident has ignited a passionate debate on the portrayal of women in advertising, drawing attention to the fine line between playful language and negative gender stereotyping. The complaint was lodged by a consumer who expressed her discontent over the term 'birdies' being used to refer to the two women depicted on a billboard by Chas Everitt International Property Group. In her argument to the Advertising Regulatory Board (ARB), the consumer said the term implies a derogatory association. 'Not your average birdie' suggests that all women are 'birdies', but some are 'above average'. This raises questions about the attributes that render some women superior while others are relegated to a lesser status. Furthermore, she highlighted that the advertisement failed to establish any professional context linking the women to their work as estate agents, suggesting a disconnect that leads to public misunderstanding and discontent. In response, the advertiser, represented by attorneys Nochumsohn Pretorius, emphasised that they are not members of the Advertising Regulatory Board (ARB) and thus do not fall under its jurisdiction. Their detailed rebuttal highlighted that the term 'birdie' actually references a golfing score, arguing that it plays off both the golfing term and serves as a light-hearted descriptor for the women in the advertisement. Moreover, they contended that the word 'birdie' does not intrinsically possess a derogatory connotation towards women. Quoting dictionary definitions, they argued that 'birdie' does not imply diminutiveness or a lack of seriousness – a claim countered by the complainant citing widespread disapproval within community discussions, particularly on platforms like WhatsApp. Despite their defence, the ARB's Directorate found significant grounds for concern. They pointed out that referring to women as 'birdies' infantalises them and runs the risk of objectifying their professional roles, undermining the dignity and autonomy expected in advertising that portrays women as competent professionals. The disparity in how similar terms are perceived when applied to men versus women was also addressed, reinforcing the idea that the word 'bloke' does not carry the same implications as 'bird' does. Reflecting on the broader implications, the Directorate concluded that the advertisement violates clauses pertaining to unacceptable gender portrayals within the industry's Code of Advertising Practice, labelling it offensive and consequently instructing members of the board not to accept the advertisement in its current form. This ruling spotlights an ongoing struggle within advertising and media to balance creative expression with social responsibility. The outcome serves as a reminder that words carry weight and the importance of mindful representation in today's society. IOL News
