The Advertising Standards Authority of South Africa (ASA) has received well over 120 complaints about Cell C’s latest television advertisement.
The Cell C ad features a dog humping a man’s leg every time the lead character in the commercial is taken advantage of.
The advertisement, titled “are you tired of being taken advantage of?”, was welcomed by many people who commented online.
However, not everyone found the ad funny. By the close of business yesterday the ASA had received 118 complaints about the ad, and this morning the complaints continued to flood in.
ASA spokesperson Mpumi Mda told MyBroadband that most of the complaints revolved around the fact that the ad was seen as crude, and that it was not suitable for children.
Many complainants felt the ad should not be shown during prime-time programming when children may be watching television.
Cell C said that the ASA has requested a copy of advert, but that they have not received a formal complaint yet.
Mda said the standard ASA process will be followed after complaints are received, and that they cannot say when a ruling on the advertisement will be made.