Sonke Gender Justice says companies behind racially charged ads must be held accountable – SABC News

Sonke Gender Justice says companies that create racially charged ads must be held accountable for their actions. This was heard during the South African Human Rights Commission (SAHRC) inquiry into racial discrimination in the advertising industry.

The Commission’s Gauteng Provincial Office is leading the investigation which aims to address and prevent the publication of racially charged advertisements in South Africa.

The Commission said it was deeply concerned about the industry after several complaints of racial discrimination were forwarded to the institution by the public, advertising agencies, retailers and regulators.

Sandra Mangwiro, Regional Campaigns and Advocacy Specialist at Sonke Gender Justice, says those responsible must be held accountable.

“Why it is essential that this regulation appears is because it is not the first, the second or the last time that we see such advertisements that we find that we have not thought of the implications they have when ‘they come out. And I’m sorry, that’s not enough, which is often what is given when advertisers are called out in terms of their advertisements and the implications that come with the advertisements. The transformation that we constantly talk about in the countries must also come up with mechanisms that hold duty bearers to account and I’m sorry, that’s not enough,” says Mangwiro.

Black voices in advertising

Black-owned ad agencies have formed their own association following calls to urgently transform the industry.

Almost 30 years in democracy, and the Black Agencies Network Association (BANA) has now been formed.

BANA President Groovin Nchabeleng said they also want black voices in the industry to be heard.

“Advertising spend in South Africa is around 58 billion rand and influences almost 60 million South Africans, their mindset, their behavior, so it’s a very critical sector in our country that only influences the adult population in South Africa so it is very important that this is transformed at all levels and this will include casting, production, creation, media payment, media buying and all aspects of advertising “, explains Nchabeleng.

Black-Owned Advertising Agencies Forming the Black Agencies Network Association – BANA

Elna M. Lemons