Volkswagen South Africa’s radio ad promoting genuine parts has been banned by the Advertising Regulatory Board for perpetuating negative stereotypes towards proximity between men. Image: Pixabay.
Volkswagen radio ad banned by Advertising Board over ‘everyday homophobia’
The ad for genuine Volkswagen car parts was found guilty of entrenching negative attitudes towards proximity between men, perpetuating stereotypes against vulnerable groups.
Volkswagen South Africa’s radio ad promoting genuine parts has been banned by the Advertising Regulatory Board for perpetuating negative stereotypes towards proximity between men. Image: Pixabay.
The Advertising Regulatory Board (ARB) has instructed Volkswagen South Africa (VWSA) to bin a radio commercial promoting genuine parts as it entrenches “everyday homophobia.”
Volkswagen denies homophobia, offensive or discriminatory content in radio ad
A voiceover for the radio advert, which was no longer running by the time the ARB meted out the sanction, reads as follows:
“It’s 1am and you’re stuck somewhere in the Karoo. You don’t have food and it’s cold. But you do have your colleague Andile. And you remember that whole body warmth tip. So, who’s the little spoon? Andile’s 6”2, and you, Themba, half the size. Snuggle up! It’s going to be a long night. Next time, use Volkswagen Genuine Parts with a two-year warranty so you won’t end up in parts unknown, playing the part of the little spoon.”
A member of the public complained to the ARB about the advertisement. The complainant said the advert has homophobic undertones and promotes toxic masculinity.
“Adverts such as these, that have the potential to perpetuate stereotypes against vulnerable groups should not be tolerated, especially in the violent society we live in,” added the complainant.
VWSA denied that the advert was homophobic, offensive and discriminatory. “The intention of the advertisement was to amuse the listeners . . . This was clear from the advertisement, and no reasonable person would take the content of the advertisement literally.”
Advertising Regulatory Board deems radio ad to perpetuate stereotypes against vulnerable groups
After considering both sides of the argument, the ARB found that creating scenarios like the one featured in the advertisement smacks of locker-room humour that sees snuggling between men as something unpleasant that should be avoided.
The resultant “subtle negativity” around proximity between men “has elements of both homophobia and toxic masculinity,” according to the ARB.
“The argument by the Advertiser that this scenario is “to amuse the listeners” in fact further entrenches that these tropes are such strong examples of everyday homophobia that they are often overlooked or seen as justified,” said the ARB.
The sanction imposed by the ARB is that the advertisement, which is not currently running, should not be run in its current format in the future.
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