MultiChoice has reportedly been cleared of all racial stereotyping.
According to recent reports, The Directorate of the Advertising Regulatory Board (ARB) has cleared MultiChoice and DStv of racial stereotyping. This comes after a complaint was filed against the company by a consumer regarding a television advertisement promoting its streaming service.
In the ad, a young Black man sneaks into a parking lot during work hours to watch a soccer match streaming on his phone. Later on, an older White woman, assumed to be his colleague, shows up looking for him.
Bizcommunity reports that the complaint contended that the advertisement perpetuated racial stereotypes. It is sad to have portrayed a Black man in a negative light while the White woman in the ad was depicted as responsible and concerned.
The consumer argued that the Black man was depicted as irresponsible for neglecting his work to watch a football match while presenting the White woman was made to seem responsible. They also claimed that the woman was made to seem maternal and the Black man, idiotic.
In their verdict, ARB acknowledged the irresponsible behaviour depicted in the advertisement, but found no evidence of racial stereotyping. They concluded that it appealed to a target audience.
