A FlySafair advert has been banned for reusing old footage that shows scenes of actors not practicing mask safety.
Wearing a mask in a public space is mandatory under the National State of Disaster, which has been extended until November 15.
The airline stated that the footage was reused due to the current financial strain that has impacted the aviation industry as a result of lockdown restrictions.
Admittedly the airline said they would have preferred to shoot new footage, but instead decided to lift material from an advert shot two years ago.
A monologue at the beginning of the advert starts: ‘For too long we’ve put special moments on hold, but now it’s time to go say hello to the family you haven’t seen in ages. To the friends you’ve missed, and to your favourite holiday destinations. It’s time to fly again South Africa. Let’s spread our wings. FlySafair, for the love of flying.’
During this, the scenes then change from passengers wearing face masks aboard a flight, flight attendants wearing masks and gloves and switches to a group of people embracing and socialising without and Personal Protective Equipment (PPE).
At the end of the advert, FlySafair carried a disclaimer which states: ‘Some scenes of this commercial were filmed pre-COVID19. FlySafair supports the use of facemasks.’
The Advertising Regulatory Board (ARB) were required to consider the following clauses of the Code of Advertising Practice:
- Unacceptable advertising – Legality – Clause 3.3 of Section II
- Safety – Clause 13 of Section II
The ARB has since decided the advert is in contravention of Clause 3.3 of Section II of the Code which reads:
‘Advertisements must not contain anything which might lead or lend support to criminal or illegal activities, nor should they appear to condone such activities.’
The advert is also in breach of Clause 13 of Section II reads:
‘Advertisements should not without reason, justifiable on educational or social grounds, contain any visual presentation or any description of dangerous practices or of situations which show a disregard for safety. Special care should be taken in advertisements directed towards or depicting children or young people.’
‘The Complainant appears to feel that this commercial depicts a disregard for safety, because people are shown embracing and interacting without regard for the social distancing protocols currently mandated in South Africa.
‘The commercial is therefore in contravention of Clause 3.3 of Section II of the Code. Given that the purpose of the regulations is to ensure the safety of citizens from the Covid 19 virus, the commercial is also in breach of Clause 13 of Section II of the Code.’
FlySafair have been ordered to withdraw the advert.
Read the full decision here: http://www.arb.org.za/2020-rulings.html
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Picture: Getaway Gallery
