JOHANNESBURG — BBC Food, broadcast in South Africa as one of satcaster Multichoice’s bouquet of channels, is in the soup with the South African Advertising Standards Authority over an ad campaign that “objectified and exploited the female body.”
The ASA has ordered BBC Food to remove the billboard ads, which feature a woman in a bikini top that has a pair of fried eggs on it, with the pay-off line “dedicated to food.”
The other ads in the campaign depict a woman using a knife and fork as a hair clip and an eggbeater being used as an earring.
“Our intention was to illustrate — in a tongue-in-cheek way — the lengths some people will go to show their dedication to, and appreciation of, food,” says BBC Worldwide marketing manager Grant Bushby.
“We are delighted with the favorable response we have received from a number of people in South Africa who have reacted positively to the BBC Food billboard campaign, but respect the findings of the ASA and will remove them.”