EFF’s Ndlozi says ad industry must be fined R50bn for racism

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The EFFs. Mbuyiseni Ndlozi. (Photo by Gallo Images / Netwerk24 / Felix Dlangamandla)

  • EFF’s Dr Mbuyiseni Ndlozi says the advertising industry must be fined R50 billion for racist adverts and ad spend.
  • Ndlozi says 50% of the fine should be donated to the SABC.
  • The inquiry, led by the South African Human Rights Commission, is hearing testimony about racism and discrimination in the advertising industry.

EFF’s Dr Mbuyiseni Ndlozi says the advertising industry must be fined R50 billion for perpetuating racism.

Ndlozi, speaking at the South African Human Rights Commission’s inquiry into racial discrimination or discrimination in advertising on Monday, accused the industry of being racist.

“It must be noted that all these brands are redirecting their advertising expenditure towards [sic] black media owners because the current patterns are irrational, idiotic and racist.

“For practicing racism, the advertising industry since the advent of democracy, they must be forced to pay compensation as a sign of remorse. It must be directed to black communities. We have a proposal that the ‘the whole industry must be fined no less than R50 billion for racism, which can be proven.’

He said 50% of the amount should go to the SABC and the remaining 50% should be split among black-owned community radio stations.

“If we don’t achieve a workable sanction, we will never solve the racism we see in the advertising industry.”

READ ALSO | Ad agencies should be held accountable for racist ads – Zulaikha Patel

Ndlozi said: “A responsible government would now have regulated [the industry]. We need rational spending on advertising.”

Asked how much the EFF spent on black-owned media, he said he didn’t know.

“As a matter of principle, we take SABC hearings [as] fundamentally strategic. The space is constipated by white media owners… If you want the best spots.”

Ad spend

“The biggest victims of media discrimination are black media owners. They have suffered and continue to suffer because of the color of their skin,” Ndlozi told the inquest.

He said the country’s six major ad agencies are foreign and white-owned, and charge about 95% of all media ad spend.

“Small black-owned agencies mostly get government work, which is a very small share.”

He said 60% of all radio ad spend goes to Primedia’s 702, 94.7 and KFM, and Kagiso Media’s Jacaranda FM and East Coast Radio.

“These stations do not even collectively control 25% of South African radio’s audience share. This compares to SABC’s 18 radio stations which collectively control over 65% of listeners. 94.7 with a audience of 800,000 and solely based in Johannesburg receives far more revenue than Metro FM, which covers the whole country with an audience of around 4.6 million.

“The second [biggest] The billing radio station in South Africa is Jacaranda FM which broadcasts mainly in Pretoria and parts of Limpopo and Mpumalanga. It generates more revenue than any SABC radio station.”

He said 94.7 bills three times more than KayaFM. This is despite KayaFM having a larger audience.

The difference is that the overwhelming majority of KayaFM listeners are black. [and] considered cheap, regardless of their purchasing power. Advertising agencies and corporate clients are racist. It’s anti-black racism.

Ndlozi said things were even worse in the billboard market, which he said, without evidence, was an “…all-white boys’ club.

“Big spenders are all engaged in anti-black racism when it comes to anti-black spending. They pay more for a white-owned billboard than they would for a white-owned billboard. black people, no matter where the billboard is.

“They can go to Chris Hani Road [in Soweto] and pay more for a billboard in the area and pay less for a black one.”

Demonstration

Speaking about the TRESemme ad that described black women’s hair as “dry, damaged hair”, “frizzy, dull hair”, Ndlozi said it was important to protest against the company.

After the announcement was published, the EFF staged protests at Clicks stores.

“The campaign raised awareness of a new and insightful approach to addressing anti-black racism. There must be consequences. Every once in a while we give ourselves up to court…but the picket lines only cost us our bodies They have a reliable impact.”

Last week, the Equality Tribunal found the ad did not discriminate against black women.

The hearing continues on Tuesday.


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