iBurst ad pokes fun at Chinese BEE
A recent iBurst radio commercial describes a Chinese man going to an interview for an “empowered position” and answering to the name Mr Tshabalala. He explains that he was part of the struggle and that BEE is for him. At the end of the commercial he shouts “Amandla!”.
This advertisement pokes fun at the recent battle for BEE status by South African born Chinese citizens, something that Mitchell MAP Wong HO did not find very amusing.
Wong Ho lodged a consumer complaint against the iBurst radio commercial with the Advertising Standards Authority of South Africa (ASA), saying that the commercial was demeaning to South African-born Chinese citizens as it reflected misconceptions that any Chinese person may benefit from the new classification of South African born Chinese.
“The commercial mocks the achievements made by the South African Chinese Association (SACA),” the ASA website states under the complaint.
iBurst submitted arguments on the merits of the matter, but also confirmed that the commercial would not be used again in future.
The ASA has a long standing principle which holds that where an advertiser provides an unequivocal undertaking to withdraw or amend its advertising in a manner that addresses the concerns raised, that undertaking is accepted without considering the merits of the matter.
iBurst BEE commercial – give your views
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