Advertising Regulatory Board bans ‘sexist, offensive’ wine advert
The Advertising Regulatory Board has upheld two complaints it received about a wine advert depicting a woman having a bottle of wine poured down her throat.
The ad, which was created by alcohol delivery service Wine Time, has been accused of objectifying and sexualising women.
The board also deemed the ad as inappropriate given the high levels of alcohol abuse in South Africa.
The ruling means the advert can no longer be used to promote the business.
“The Directorate contemplated that the sexualised depiction of the woman is creating the impression that the alcohol in some way enhances sexual performance or encourages sexual activity,” the ARB said in a statement.
“In light of all of the above considerations, the Directorate upholds the complaints – it finds that the depiction of the woman on the Wine Time delivery van is offensive, constitutes a negative gender portrayal that is unjustified, and that the woman’s pose of supplication, while she drinks alcohol, is problematic in a country rife with alcohol-abuse and alcohol-related gender-based violence.
“The advertisement also clearly depicts an irresponsible consumption of an alcoholic beverage.”
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Wine Time - Martin Carr by Anastasi Mokgobu on Scribd
