- Med-Lemon’s TV ad showing a graphic sneeze drew complaints for being gross and insensitive post-COVID.
- The advertiser defended it as a deliberate health message to encourage early flu treatment.
- The ARB ruled the ad was not offensive and served a justified consumer protection purpose.
We’ve all been there: stuck behind someone with the sniffles at a public event, dreading the moment they let loose with an uncovered sneeze. That relatable discomfort was taken to the extreme in Med-Lemon’s recent television commercial, an ad that, in no uncertain terms, divided South African viewers.
For some, it was a timely, hard-hitting public health message. For others, it was a disgusting visual assault, an unwanted flashback to the anxiety-filled days of the COVID-19 pandemic.
Now, the Advertising Regulatory Board (ARB) has weighed in. And while acknowledging the ad was “unpleasant to watch,” the regulatory body ultimately sided with the advertiser, ruling that the commercial did not violate South Africa’s advertising code.
A scene meant to make you squirm
The commercial in question opens in a crowded football stadium, where two friends are enjoying the match, until one of them starts showing unmistakable signs of a terrible cold. He winds up a sneeze with a dramatic “ah-ahhhh…,” while his friend, alarmed, tries to stop it with a desperate “Hey! Hey!” Too late.
What follows is a slow-motion spectacle: the sick man’s lips quiver as he sneezes violently, sending visible globules of saliva and mucus spraying onto the unsuspecting fans in front of him. Popcorn spills, drinks are ruined, and horrified faces turn in disgust. The camera doesn't shy away from the mess.
Suddenly, the scene shifts. The healthy friend “swipes” the stadium away, revealing a warm kitchen where a cup of Med-Lemon is being prepared. The same man, now sipping the drink, looks visibly better. The screen reads, “Fights 9 symptoms of cold and flu, day and night,” with the word “nondrowsy” whispered in the background.
The ad ends back in the stadium. The formerly sick man is now fully recovered, hugging his friend. Crisis averted, thanks to Med-Lemon.
Complaints rooted in post-pandemic sensitivity
It didn’t take long for complaints to reach the ARB. One consumer described the ad as “very disgusting and disturbing to watch,” arguing that it fails to promote basic hygiene, especially egregious in a world still reeling from the trauma of COVID-19. Another complainant highlighted the graphic nature of the sneeze, pointing out that the man doesn’t even attempt to cover his mouth, spraying fluids over other spectators seated nearby.
“We just went through a serious COVID pandemic,” the complainant wrote. “There was clearly no consideration for that when placing this advert. People are still showing COVID-related symptoms up to today.”
The tone of the complaints reflected something deeper than revulsion: a lingering social wound. During the pandemic, the simple act of sneezing in public became not just taboo, but a perceived threat. In this context, the depiction of an exaggerated, uncovered sneeze struck many as more than just tasteless; it felt irresponsible.
The advertiser’s defence: A gross-out with a purpose
In its response to the ARB, Med-Lemon’s parent company Haleon did not deny that the commercial was deliberately off-putting. In fact, they embraced it.
The campaign’s creative direction, they argued, was built around a hard truth: South Africans often delay seeking treatment for flu and cold symptoms, waiting until things get out of hand. The goal was to disrupt that behaviour, using a powerful, relatable scenario to jolt viewers into early action.
At the heart of the campaign is “Bra Solva,” a fictional character embodying South African pragmatism. By intervening and preparing a Med-Lemon remedy, Bra Solva guides the story away from chaos and toward proactive health management.
The advertiser provided flu statistics to back their argument: influenza remains a serious health threat in South Africa, even as COVID-19 has dominated headlines. In this context, they argued, the ad serves a public health purpose, encouraging early treatment, discouraging “soldiering on” with severe symptoms, and vividly illustrating the social impact of untreated illness.
Their message was, “Don’t be that guy. Don’t let it get this bad.”
ARB: Offensive? Not quite.
The ARB considered whether the advert breached Clause 1 of Section II of its Code, which prohibits advertising that offends against good taste or public sensitivities, unless it’s “reasonable and justifiable in an open and democratic society.”
In its findings, the Directorate acknowledged that the sneeze was indeed “visibly wet” and “unpleasant to watch.” Bodily fluids are a major disgust trigger, and this ad leaned fully into that trigger. But, and this was key, the ARB emphasised that “disgust” is not the same as “offensive.”
Referencing a past case involving a woman spitting into her partner’s coffee (also ruled not offensive), the ARB explained that narrative storytelling often involves negative or disturbing elements. Violence, medical scenes, and emotional pain are regularly used in entertainment and advertising to convey messages or heighten impact.
What matters is context. In the Med-Lemon ad, the exaggerated sneeze is not celebrated or condoned. It’s shown as revolting, socially disruptive, and unacceptable. Viewers are meant to be horrified—just like the characters in the ad.
“The commercial delivers the message, loud and clear,” the ARB wrote. “Going out in public with raging respiratory infection symptoms affects all those around you.”
Ultimately, while the commercial "skates the fine line" between “gross” and “offensive,” the ARB found it fell on the right side of that line. The ad was not found to contravene advertising rules.
#Conviction
