Background
In 2019, Faf de Klerk wore a South Africa-themed swimming costume to celebrate the Springboks’ win in the Rugby World Cup. The image of him in the costume went viral and became a symbol of national pride. Recently, De Klerk appeared in a Budget Insurance advert wearing the same costume, which caused controversy among some viewers.
Complaints
Two viewers lodged complaints with the Advertising Regulatory Board (ARB), claiming that the advert was inappropriate and distasteful. They argued that De Klerk’s “private parts are clearly visible” and that the advert did not promote the insurer’s brand.
The ARB’s Ruling
The ARB has ruled in favor of De Klerk and Budget Insurance, stating that the advert is neither offensive nor sexual. The board examined the advert thoroughly and found no imagery, movement, dialogue, or text that could be considered offensive to the average South African.
The ARB considered the context surrounding De Klerk’s notoriety and the purpose of the advert. The board stated that the advert sought to leverage the light-hearted memory of De Klerk’s spirited celebration of the Springboks’ victory, and there was no intention to offend or promote any sexually inappropriate behavior.
The ARB noted the relevance of De Klerk’s attire in a rugby context, as well as the absence of gratuitous or graphic content. The board concluded that “the average, reasonable person would not find the image offensive in a manner that the code seeks to prevent.”
Faf de Klerk’s South Africa-themed costume advert symbolizes the unifying power of sports and the pride that comes with a significant victory. The ARB’s ruling ensures that De Klerk’s celebration will continue to inspire and uplift South Africans.
