Kia Ordered to Amend Commercial Following Advertising Regulatory Board Ruling

Kia Ordered to Amend Commercial Following Advertising Regulatory Board Ruling

Kia has been instructed to remove or amend one of its commercials after the Advertising Regulatory Board (ARB) ruled that the advertisement could reasonably be interpreted as being offensive to people living with neurological conditions.

Complaint Upheld by the ARB

The Directorate of the Advertising Regulatory Board reviewed both the complaint and Kia's response before ruling in favour of the complainant.

As a result, Kia was instructed to either remove or amend the commercial immediately.

Advertising Code Considered

In reaching its decision, the ARB referred to Clause 1 of Section II of the Code of Advertising Practice, which states that advertising should not offend against good taste or decency, nor be offensive to public or sectoral values and sensitivities unless such content is reasonable and justifiable in an open and democratic society based on human dignity, equality and freedom.

Kia's Defence

Kia argued that the commercial's storyline was intended to show people shaking because they were driving older bakkies, rather than portraying Parkinson's disease or any other neurological disorder.

However, the Directorate found that this context was not established early enough in the commercial. Without first showing the shaking vehicle, viewers could reasonably interpret the shaking individuals as depicting a neurological condition.

ARB's Decision

According to the ruling, the initial impression created by the commercial was likely to cause offence to people affected by neurological conditions.

For this reason, the complaint was upheld and Kia was instructed to remove or amend the advertisement.