The Advertising Regulatory Board (ARB) has ruled against a Brutal Fruit advertisement after a consumer complaint claimed that it encouraged illegal alcohol consumption on South African beaches. The controversial commercial, which aired on DSTV Channel 121, featured a bottle of Brutal Fruit resting on a vibrant beach towel, followed by scenes of friends enjoying the beverage.
The complainant argued that the advert violated South African law by implying that alcohol consumption on beaches is acceptable. They also expressed concerns about public safety, citing incidents of intoxicated individuals drowning and the dangers of broken glass bottles posing risks to beachgoers, particularly children. Additionally, the complainant asserted that enjoying South African beaches does not require alcohol.
In response, South African Breweries (SAB) defended the advertisement, stating that they were fully aware of the legal restrictions on public alcohol consumption and that they respect these regulations. SAB clarified that at no point in the commercial did anyone consume alcohol on the beach, emphasizing that the bottles remained sealed throughout the ad. Addressing the safety concerns, the company reaffirmed its commitment to promoting responsible drinking and insisted that the campaign’s primary message was about celebrating moments in a responsible and personal manner.
Despite SAB’s defense, the ARB upheld the complaint, ruling that the advert indeed condoned and encouraged bringing alcohol to the beach, an act that is illegal. “There is no doubt in the minds of the Directorate that, watched as a whole, the commercial condones and in fact encourages bringing alcohol to the beach and consuming it on the beach. This is illegal,” the ARB stated in its decision. Consequently, SAB has been instructed to withdraw or amend the advertisement to comply with regulatory standards.
The ruling has reignited debates over the ethical responsibility of alcohol advertisers and the balance between creative marketing and legal boundaries. As the controversy unfolds, it serves as a reminder of the stringent regulations surrounding alcohol consumption in public spaces and the potential consequences of perceived violations.
