Tension has risen in the advertising industry as The Advertising Regulatory Board (ARB) has ordered the withdrawal of TV and social media alcohol brand ad “Don Billiato”. Popular rapper and entrepreneur Refiloe Phoolo, also known as Cassper Nyovest, owns the alcohol brand.
This follows a lawsuit filed by The Drinks Federation of South Africa (DFSA), that cites that the ad has breached several advertising conducts. According to the ruling passed in the last week, the TV ad portrays the wrong message and sends a negative influence on the public.
The now controversial ad features multiple celebrities and big personalities. They are shown dressed in white outfits boarding a private airplane.
The famous musician, Cassper Nyovest, is the main host who invites everyone onto the plane. He makes a statement upon welcoming those boarding the plane, he says, “Ladies and gentlemen, welcome to Air Billiato. Enjoy a taste of wealth.” The passengers are then captured having the time of their lives while drinking Nyovest’s tequila.
Following this, is a scene of the pilot, who happens to be famous TV personality, Somizi Mhlongo. He appears and tells the passengers, “Ladies and gentlemen. Welcome to Air Billiato.” Further showing the big personalities that appeared in this advert.
Finally, the last scene sees Umlando hitmaker “Toss”, doing his trending dance move as he gyrates his hips on the airplane wing. Other celebrities such as Dj Zinhle, are seen cheering him on while waving their glasses in the air.
According to Sowetan Live, in the ARB’s ruling, the main issue presented is the glamorisation of alcohol consumption.
The ARB state the following in their ruling:
“The use of the word ‘wealth’ in the advertising does not, in the directorate’s opinion, suggest that drinking alcohol would result in business success, but rather that by drinking this brand of tequila you could be exposed to a level of wealth and glamour. This implies that by drinking this brand you will enjoy social success.”
Furthermore, the DFSA brought forward another complaint, regarding the use of celebrities and deeming their attire as ‘inappropriate’.
Thus, authorities have ordered Cassper Nyovest to remove all ads related to the “Don Billiatio: Taste of Wealth” in its current format.
Here’s what fans on X had to say about this ruling…
@ADS_ZAR commented, “Nah they just don’t want a black man to win, this must be appealed there is no way this is crazy”
@Nino_Hefe posted, “I think people are seeing competition from Billiato now finding ways to diminish the brand @casspernyovest we’ve seen too many ads with celebrities! Even Castlelite”
I think people are seeing competition from Billiato now finding ways to diminish the brand @casspernyovest we’ve seen too many ads with celebrities! Even Castlelite
— Hefe (@Nino_Hefe) July 19, 2024https://t.co/cbs55ZIkLI
Main Image: The South African
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