Friday 20 September 2019

Hardware shop reprimanded for 'racist' Black Friday ad

(Stock photo)
(Stock photo)
Sorcha O'Connor

Sorcha O'Connor

A hardware store in Co Wexford has had a complaint against it upheld by the Advertising Standards Authority of Ireland (ASAI) as its advert "raised concerns of racism".

In total, 13 of 16 advertisements subject to complaints were found to have been in breach of the ASAI code.

The 'Black Friday' ad for the shop in Enniscorthy featured a man dressed in black, with his face and hands painted in black, flicking his tongue at the camera before proceeding to explain what products were offered on sale. The video concluded with the man flicking his tongue again.

The complainant thought that Smyth's Homevalue had run a racist ad and were selling goods using racism.

In response to the complaint, the business owner said they had run the ad in conjunction with the worldwide Black Friday event. They claimed they took inspiration from the All Blacks, as the shop owner wore a full All Blacks kit in the video. They said the tongueflicking was meant to represent actions from the Haka.

When it came to their attention that some people found the ad offensive, they removed it immediately and posted on Facebook that it was not intended to cause offence.

Complaints were also upheld against two versions of an advertisement from Universal Pictures Ireland for the film 'Halloween' screened on Virgin Media channels before 9pm, as they were deemed unsuitable for family viewing.

Meanwhile, social media posts from influencer OH Fitness and advertiser MyProtein were considered in breach of advertising rules. The influencer had not declared that she was a sponsored athlete in the posts where she was wearing the clothing.

Irish Independent

Editor's Choice

Also in Irish News