For a body regulating the advertising industry, it is extraordinary that the Advertising Regulatory Board has given its seal of approval to the practice of racially and sexually objectifying black men. A Netflorist radio advert referred to a woman whose male partner was half-English and half-Zulu, that the Zulu half was "below the belt" and that he might have a thing for Top Deck — a chocolate bar that is white at the top and dark at the bottom. The ad played on the age-old racist trope that black men are brutish, rampant sexual beings, which in different manifestations suggests they are at best overly (animal rather than human) well-endowed dynamos between the sheets and at worst are unable to control their sexual urges, are sexually violent and are rapists. In response to a listener’s complaint that the ad "fetishised" black male genitalia, a majority of the regulatory board ruled that the use of a humorous SA stereotype did not amount to an unacceptable "fetishising" and that as ...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00. Got a subscription voucher? Redeem it now