The Advertising Regulatory Board has dismissed complaints against Travelstart Online Travel Operations (Pty) Ltd regarding a provocative subject line in a Mother's Day promotional email.
The subject line, "Jou Ma Se Po...sitively cheap flights", sparked backlash among consumers who interpreted it as an offensive play on a vulgar phrase common in South African parlance. The campaign sought to celebrate mothers, urging their children to gift them local getaways. It included heartwarming messages, such as:
- “She built a human. Is a window seat too much to ask for?”
- “This Mother’s Day, forget the bath salts & perfumes. Book her a local getaway from bush to beach and beyond.”
Consumer complaints
Critics argued that embedding humor through derogatory language trivialises women's experiences and reinforces negative stereotypes. Some expressed concerns about the accompanying images of pregnant women, stating that the campaign misrepresented motherhood.
Travelstart, acknowledging the controversy, defended its intentions, framing the email as a cultural reclamation of a well-known phrase. The advertiser cited existing brands, such as “Jou Ma se Clothing” and “Jou Ma se Comedy Club”, as instances where humor based on cultural expressions resonates with audiences.
The Advertising Regulatory Board’s decision focused on key sections of the Advertising Code, particularly those addressing offensive language and gender portrayal. While acknowledging that the phrase in its original form is commonly recognised as vulgar, the Advertising Regulatory Board ruled that Travelstart’s adaptation did not directly reference the original phrase and, therefore, did not cross ethical boundaries.
Furthermore, the tone of the email was deemed respectful and celebratory, reinforcing appreciation for mothers rather than perpetuating negative stereotypes.
#Conviction
Get your news on the go. Click here to follow the Conviction WhatsApp channel
