After withdrawing its controversial advert, Advertising Standards Authority (ASA), has decided not to take action against the organisation.
ASA spokesperson Mpumi Mda said they 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 TV and its YouTube channel. The organisation uploaded a video of its CEO apologising and putting into context what the advert was set out to do.
“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,” said Mda.
The advert resulted in outrage on social media over a black child in the ad who was portrayed as a dog.
ASA ordered Feed a Child SA to never broadcast the advert again.