Feed a Child SA pulls plug on controversial ad

2014-07-10 21:37
A screengrab from the Feed a Child ad. (YouTube)

A screengrab from the Feed a Child ad. (YouTube)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

Johannesburg - No further action will be taken against Feed a Child SA after it withdrew its controversial advertisement, the Advertising Standards Authority (ASA) said on Thursday.

Spokesperson Mpumi Mda said they had considered what action to take after receiving the relevant documentation from Feed A Child SA and several complainants.

She said Feed a Child SA apologised for the advert, pulled it from television channels and its YouTube channel, and uploaded a video of its CEO apologising and contextualising the commercial's intention.

"The directorate is therefore satisfied that the voluntary removal of the commercial and the accompanying apologies are adequate under the circumstances, and that no formal consideration of the merits of the matter is needed," Mda said.

The advert, which was intended to raise awareness about starving children, caused outrage on social media over the way the black child was portrayed as a dog.

It shows a white woman watching television while a young black boy lies on her lap. She feeds him some of the popcorn she is eating.

In the next scene, the woman lies in bed and the boy brings her a newspaper. He is rewarded with a portion of her breakfast.

In another scene, the woman is in a kitchen icing a cake while the boy watches. She holds out her finger for him to lick the icing.

The woman has tea and the boy comes and sits by her feet. She hands him a piece of the cake she is eating.

In the final scene, the woman has dinner and the boy peeks out from under the table. She gives a small piece of food to him.

The advert ends with the words: "The average domestic dog eats better than millions of children," and calls for R20 donations.

ASA ordered Feed a Child SA to never broadcast the advert again.

- SAPA
Read more on:    asa  |  johannesburg  |  media
NEXT ON NEWS24X
SHARE:

Read News24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
82 comments
Add your comment
Comment 0 characters remaining
 

Inside News24

 
/Travel
 

LOL treadmill fail!

Watch this hilarious clip! We think this man should rather be running outside this summer!

 
 

I love summer.24

Google’s top searches of 2014
10 of the strangest Christmas traditions around the world
2014's best drone videos
7 drinks you need to make this party season

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Kalahari.com - shop online today

Up to 50% off on outdoor gear

Save on chairs, blankets, cooler bags, umbrellas and more. Shop now!

Save on Samsung

Cameras, mobile phones, TVs, Tablets and more. While stocks last. Shop now!

15% off LEGO

Save 15% when you buy 2 or more Lego toys. Offer valid while stocks last. Shop now!

Grand Theft Auto 5

Now available on PS4, Xbox One and PC from R649. Buy now!

Festive gifts!

Check out our awesome range of festive gifts to make everyone’s wishes come true. Shop now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25

Horoscopes
Aquarius
Aquarius

Any chance to explore the distant shores of things yet to be found will fascinate you. The challenge is dealing with the issues...read more

There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.








Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.