Economic Freedom Fighters (EFF) Member of Parliament, Mbuyiseni Ndlozi, has implored the South African Human Rights Commission (SAHRC) to impose a fine of no less than R50-billion on the advertising industry in the country.
The Commission conducted the first sitting of its four-day inquiry into racial discrimination and discrimination in advertising on Monday in Rosebank, Johannesburg.
The inquiry aims to avoid the further publication of what it says are tone-deaf and racist adverts.
Dr @MbuyiseniNdlozi representing the EFF at the SAHRC, looking into racism and discrimination in advertising. https://t.co/cDHUpjfD3N
— Economic Freedom Fighters (@EFFSouthAfrica) March 14, 2022
“Consequences for insulting black people in advertising”
The EFF has long been calling for an end to racism in advertising.
The party protested against advertisements published by H&M and Clicks in 2018 and 2020 respectively.
Video: EFF rejects H&M apology – Dr. Ndlozi [ January 2018]
Clothing retailer, H&M used a black child to model a sweatshirt sporting the phrase “coolest monkey in the jungle.”
Clicks depicted the hair of black women as dry and damaged while showcasing normal hair on white women.
Ndlozi says the campaigns against the two retailers was effective and led to Clicks and Unilever, as well as other stores agreeing to remove all TRESemmé products from their shelves.
Clicks also donated sanitary pads to downtrodden communities picked by the EFF.
Ndlozi emphasised the need for consequences for insulting black people.
“The aim was to ensure that it was not business as usual, that the store was actually shutting down as a form of consequence for having insulted the dignity of black people. There must always be consequences on institutions that are engaged in anti-black racism. The campaign raised awareness on a new and insightful approach in dealing with anti-black racism, there has to be consequences.”
Video: EFF went across Clicks stores in the country protesting against a racist advert [ September 2020]
In line with this, Ndlozi implored the Human Rights Commission to impose fine of no less than R50-billion on the advertising industry in the country.
“They must show remorse for the past 28 years, that’s the structure of the EFF’s approach. They must contribute to the R50 billion. Fifty of which must go and advance the SABC and make the SABC the powerhouse it should be for the audiences it commands, for the great content that it offers, but on the other, empower community media for media diversity,” says Ndlozi.
Ndlozi also lamented the anti-black racism that takes place in the industry covertly.
He says Government Communication Information System (GCIS) Head, Phumla Williams and Communications Minister, Khumbudzo Ntshavheni should be held accountable for the anti-black racism that takes place in the sector.
He also accused government of deliberately crippling the South African Broadcasting Corporation.
Ndlozi has criticised big companies for spending less on advertising on black owned media.
“Prime Media’s 94.7, 702 take at least 60% of the total radio advertising spend on SA. These stations don’t even collectively command 25% of South Africa’s radio audience share. This is in comparison with the SABC’s 18 radio stations which collectively command over 60% of South African radio audiences,” adds Ndlozi.
The former Spokesperson of the EFF has called for the regulation of the industry, saying self-regulation has yielded no results.
The hearings are expected to continue on Tuesday.
Report | Ndlozi calls for punitive measures against the advertsing industry: