ARB Rules Against Brutal Fruit Advert for Encouraging Illegal Beach Drinking

The Advertising Regulatory Board (ARB) has ruled against a controversial Brutal Fruit advert that seemingly encourages the illegal act of drinking alcohol on South African beaches. The ruling follows a complaint from a concerned consumer who felt the ad promoted unsafe and unlawful behavior.

The commercial, which aired on DSTV Channel 121, shows a group of friends enjoying Brutal Fruit while lounging on a colorful beach towel. Despite not explicitly showing anyone drinking the alcohol, the scene was interpreted by the ARB as condoning the illegal practice of consuming alcohol on South Africa’s beaches.

The complainant argued that drinking alcohol on public beaches is prohibited and raised concerns about the dangers associated with it, such as the risk of drowning and the presence of broken glass on the sand. They also noted that alcohol consumption is not necessary to enjoy the beach and that such ads should not normalize illegal or unsafe behavior.

In response to the complaint, South African Breweries (SAB) stated that they were aware of the regulations and had taken care to ensure that the bottles in the commercial were closed. They emphasized that the campaign’s central message was one of responsible drinking and that the advert did not promote drinking on the beach.

The ARB, however, concluded that the commercial did, in fact, encourage illegal behavior by depicting alcohol in a beach setting. The board ordered SAB to withdraw or amend the advertisement, underlining the importance of adhering to local laws and promoting responsible consumption.

Welcome to our new era of belonging: A time to connect and #BeInTheMoment – pause – and take it all in, because life is for the living.

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— Brutal Fruit (@brutalfruitsa) March 1, 2024

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Sourced: IOL