Agency accused of child abuse
2003-06-17 22:04
Pretoria - The Dulux advertisement in which a close-up of Happy Sindane's face with the slogan "Any colour you can think of" appears, was withdrawn on Tuesday after a vehement reaction from the public.
Lowe Bull Calvert and Pace, the advertising company that created the ad for Dulux, said there was a "massive reaction" to it.
"While most people reacted positively, the ad brought strong opinions to the fore. The agency was even accused of child abuse," it said in a statement.
The ad formed part of a series which addressed "topical and newsworthy issues".
Gauteng's social services department had demanded that the company apologise to Happy and the nation.
"We deeply apologise and will withdraw the advertisement immediately. The ad was not intended to affront or to harm Happy Sindane," Lowe Bull said.
The department filed an official complaint about the advertisement with the childcare commissioner on Tuesday.
Happy's legal representative, Sam Ledwaba, said the boy was stunned when he heard about the ad. "He didn't know about it. I had to explain to him what it was all about."
He said it was deplorable that a young child could be exploited on Youth Day particularly.
Lowe Bull responded that they specifically launched the ad on Youth Day to bring Happy's plight to the attention of the nation.
Ledwaba said they had not yet decided how they would handle the situation.
Heinrich Augustyn, spokesperson for the department of justice, said magistrate Marthinus Kruger of the Bronkhorstspruit court banned any advertising material or photos where Happy could be economically exploited.
Such material may only be published with the permission of the court or Ledwaba. It must also contain a written financial offer. This money would be kept in a trust for Happy.
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