After successfully campaigning to have an "immoral" Axe deodorant advert banned from television because it was too risqué, a Christian lobby group has now set its sights on an Elastoplast advertisement.
According to ChristianView Network, a public advocacy organisation promoting the biblical viewpoint on "key controversial issues", the Elastoplast advert promotes adultery and, or, infidelity.
"The government is no longer taking responsibility for censorship, but that doesn't mean we have to sit back and accept everything. You can help clean up our moral environment by speaking up," said Philip Rosenthal in an
email urging viewers to support the lobbyists by complaining to the Advertising Standards Authority (ASA).
The 'objectionable' Elastoplast advert is being screened at cinemas and shows a man and woman in a "passionate atmosphere".
The man has scratches on his shoulder, for which the quick-healing plaster is needed.
A woman, his wife, later arrives at his door also with a plaster on her shoulder.
"I found the theme of adultery/infidelity used in this advert highly offensive and disturbing," wrote Rosenthal.
Rosenthal said he found it "contra boni mores" (against good morals) in a country where the government has called for moral renewal and where HIV and Aids is a huge problem. He said the advert attacked the idea of fidelity and the family unit.
Rosenthal is supported by a man who identifies himself only as Carl, who says that the advert strikes at the heart of the family.
"We see the demise of the family unit in divorce, single parents and illegitimate children. Many of these children and spouses choose to strike out against society or suffer deep hurts," said Carl.
"Your plasters have always been seen as bringing a sense of comfort for hurt children (sic).
"How can you do so much damage to your product through this change in what you stand for?" asked Carl.
He said he would definitely not be buying or using Elastoplast in the future.
Meanwhile, Elastoplast brand manager, Lorraine Davidson, said the complaints were being taken under consideration.
Davidson said the company was waiting to hear from the ASA, and would remove the adverts if the complaints were deemed valid.
She said they never intended to offend any member of the public, having taken the award-winning international advertisement from affiliates abroad.
"Ultimately advertising is never meant to be taken so seriously and to heart," she said. - Sapa