The billboard advertising an armoured vehicle manufacturing company, depicting the words ‘Fear F*kol’, must be removed or changed.
‘FEAR F*KOL’ BILLBOARD TO BE REMOVED OR CHANGED
The Advertising Regulatory Board (ARB) ruled that the billboard violated the advertising code after complainants by Michelle Stoltz and Jolande de Beer claimed that the word “F*KOL” is considered crude and offensive.
They said that it was “not appropriate” for this word to appear on a billboard where children are likely to view it.
A BILLBOARD WHERE CHILDREN ARE LIKELY TO VIEW IT
“It is worth noting that the billboard appears on one of Gauteng’s busiest highways. Unlike instances where more risqué content is published in newspapers or flighted during more mature programming (thus limiting the likelihood of exposure to younger audiences), this billboard is visible to any passerby, including children.”
ARB
‘THE ADVERTISEMENT WAS NOT MEANT TO OFFEND ANYONE’
Armoured Mobility, the company which sells and rents out armoured vehicles in South Africa, and the advertiser, iCar Technologies, said the advertisement was not meant to offend anyone.
Their aim was to create a unique and attention-grabbing ad.
They further argued that ‘Fokol’ was not a swear word if understood through the South African context.
THE AIM WAS TO CREATE A UNIQUE AND ATTENTION-GRABBING AD
“It is a word that has been used across media platforms and Parliament.”
The ARB said while it was an Afrikaans word, both English speaking and Afrikaans speaking parents would not find it acceptable for their children to use this phrase.
“In essence, it is considered a vulgar word, generally regarded as unacceptable for children to use, or be exposed to indiscriminately.”
The advertiser was ordered to remove or amend the advert with immediate effect.