Row over advert that 'insults fat ladies'
Complaint was that the advert implied 'large people cannot get a date for Valentines Day'
THE Eastern Cape’s biggest radio station, Umhlobo Wenene FM, has undertaken not to use a cosmetics advertisement again after a listener complained that it insulted fat people.
The advertisment flighted on Umhlobo Wenene FM on February 20, 2012 had the following features two women having the following conversation:
Woman 1: “Girlfriend, I can’t believe Mavis got a date on Valentines and I didn’t!”
Woman 2: “Yah well, she did go to Just On.”
Woman 1: “So?”
The second woman then listed all the cosmetics on special at Just On.
Woman 1: Iyoh! Girlfriend if Just On can make that Mafutha look good, imagine what they can do for me”.
The Advertising Standards Authority said that subsequent to the flighting of the ad they received a complaint that the commercial was offensive and prejudiced towards “big people” as it used the term “mafutha” (the fat one) to refer and imply that they will not get a Valentines Day date.
Lawyers for Umhlobo FM said the advertisement was not meant to be offensive and apologised to any listeners that might have taken offense to it.
They did, however deny that the ad was a general comment about fat people and said that it should not be considered as a comment on anybody but “Mavis” and could not be interpreted to imply that all “large people would be unable to get a date for Valentines Day”.
Their lawyers added that the ad was not airing at the moment and that Umhlobo undertook to withdraw it permanently.
“As its immediate and permanent removal would address the complaint, the Directorate is accepting this undertaking as an adequate resolution to the matter,” the Advertising Standards authority said.
Source: The Herald