‘FEAR F*K*L’ billboard must be amended says advertising regulator
The Advertising Regulatory Board ruled that a billboard in Johannesburg displaying a sign ‘FEAR F*K*L’ should be removed.
A South African company, Armoured Mobility, specialising in build, selling and renting armoured vehicles has been ordered to remove a billboard in Johannesburg bearing the text: ‘FEAR F*K*L’.
The Advertising Regulatory Board received a complaint over the billboard on the N3 Highways and subsequently ruled that it should be removed, according to CapeTalk.
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THE COMPANY ARGUED THAT THE ‘FEAR F*K*L’ MESSAGING WAS NOT INTENDED TO OFFEND
Armoured Mobility argued their aim was to bring attention to South Africans being targeted while in their cars. The company’s intention was to draw publicity to its offerings of protecting occupants in cars with specialised equipment.
However, the Advertising Regulatory Board said the location of the billboard meant it could be seen by children and that it was not acceptable language for minors.
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“This bold statement, while relevant to the message that the Advertiser seeks to convey, arguably communicates to children that the word “FOKOL” is acceptable and may be used as a synonym for “nothing” during ordinary conversations the Advertising Regulatory Board said.
The company tweeted on X: “Our wonderful brand ambassador @RealKhosiTwala takes the reins in this video coverage of our latest marketing campaign that is capturing the attention of Johannesburg motorists.”
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