{"id":53331,"date":"2012-06-22T15:32:29","date_gmt":"2012-06-22T13:32:29","guid":{"rendered":"http:\/\/mybroadband.co.za\/news\/?p=53331"},"modified":"2012-06-22T17:12:12","modified_gmt":"2012-06-22T15:12:12","slug":"dstv-to-air-nandos-diversity-ad","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/broadcasting\/53331-dstv-to-air-nandos-diversity-ad.html","title":{"rendered":"DStv to air Nando’s “Diversity” ad"},"content":{"rendered":"

Pay-TV broadcaster DStv<\/a> has lifted its ban on fast-food chain Nando\u2019s new advertisement that broadcasters initially refused to air due to its \u201cxenophobic\u201d undertones.<\/p>\n

The commercial had been banned by both DStv and e.tv<\/a> after they initially flighted it earlier this month\u201a days after the South African Broadcasting Corporation (SABC) <\/a>rejected it on the grounds that it could be misinterpreted and perpetuate xenophobia and even violence.<\/p>\n

Satellite television network TopTV<\/a>\u201a however\u201a said this week that it would air the controversial advertisement. Its decision came after the Advertising Standards Authority of SA (ASA)<\/a> dismissed complaints it received from viewers and ruled that the advertisement did not contravene any of its codes.<\/p>\n

The commercial opens with foreign nationals illegally crossing the South African border\u201a followed by a voice-over that says: \u201cYou know what\u2019s wrong with SA? It\u2019s all you foreigners.\u201d<\/p>\n

It then shows foreign nationals including Chinese\u201a Indians and even Afrikaners disappearing in puffs of smoke. Finally\u201a the only person left is a traditional Khoisan man who says he\u2019s not going anywhere.<\/p>\n

The ASA said the advertisement was within the parameters of hyperbole or harmless parody. According to the Code of Advertising Practice\u201a \u201cobvious untruths\u201a harmless parody or exaggerations\u201a intended to catch the eye or amuse\u201a are permissible provided that they are clearly to be seen as humorous\u201d.<\/p>\n

\u201cThis is also in line with the respondent\u2019s reputation for poking fun at topical issues and current affairs\u201a\u201d it said\u201a adding that the commercial clearly contrasted the \u201cvoice of xenophobia\u201d with the \u201cvoice of reason\u201d\u201a which explained that \u201creal South Africans\u201d loved diversity.<\/p>\n

\u201cThis carries the implied message that the initial voice of xenophobia does not speak for real South Africans\u201a\u201d the ASA said.<\/p>\n

In addition\u201a the ASA ruled\u201a if one viewed the entire commercial\u201a it was apparent that the xenophobic voice and opinion was ridiculed and made to be irrational.<\/p>\n

Chris Hitchings<\/a>\u201a CEO of media sales at DStv\u201a said on Friday that the broadcaster had reversed its decision not to air the advertisement following the ASA\u2019s ruling.<\/p>\n

\u201cWe respect the ASA processes and the ruling on the commercial. We will reinstate the flighting of the commercial shortly\u201a\u201d he said.<\/p>\n

TopTV said this week that its decision was based on its desire to push the envelope\u201a promote freedom of expression and encourage debate.<\/p>\n

Nando\u2019s\u201a the SABC and e.tv were not immediately available for comment.<\/p>\n