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South African Advertising Regulatory Board (ARB) has spoken out against a wine ad that has been criticized as offensive and “perpetuating the culture of rape”.
It said the ad depicting a young woman with her mouth open and wine being poured into her mouth was in breach of advertising regulations.
The ad was created by alcohol delivery service Wine Time and appears on the surface of a van.
The regulator said the complainants said the vehicle branding was highly offensive “as it objectifies and sexualises women for no responsible reason or cause”.
In its decision , the ARB said the ad constituted a negative gender portrayal that is unjustified.
It said the ad did not depict responsible alcohol consumption by volume or pace, created an impression that it enhances sexual performance.
“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” it said.
