Advertising board rules on ‘disgusing, disturbing’ sneeze advert

A Med-Lemon advertisement depicting a graphic sneeze with mucus flying all over other people has sparked two complaints before the Advertising Regulatory Board (ARB), but the ARB found that although it skates the fine line between “gross” and “offensive,” it does not breach the advertising standards code.

- ZELDA VENTER

One of the complaints before the board stated: “The ad is very disgusting and disturbing to watch. It doesn't promote hygiene and so soon after the Covid-19 pandemic, it's in really bad taste with no sense of promoting hygiene”

The second complaint was in a similar vein, with a member of the public who saw the TV advertisement being disgusted by the sneezing person's bodily fluids spraying all over people.

The advertiser responded that they recognise the heightened sensitivity around respiratory illnesses, especially in the wake of the Covid-19 pandemic, but they assured that this was carefully considered in their approach.