e.tv fined for offensive footage

The Broadcasting Complaints Commission of SA has fined e.tv for broadcasting brutal footage of the late Muammar Gaddafi.

Free-to-air television channel e.tv has been fined R35 000 for airing the brutal killing of Muammar Gaddafi, the Libyan leader. The violent video recording was broadcast on e.tv News as well as the eNews Channel. The Broadcasting Complaints Commission of South Africa (BCCSA), which regulates and ensures that correct procedures are adhered to in broadcasting, received numerous grievances regarding the footage last year in October. The images and video footage was aired without warning viewers of what was about to be shown.

Ron Silke, owner of Ron Silke Marketing Solutions, offers explanations regarding the BCCSA and the ASA and reveals what business owners need to know regarding advertising, marketing and addressing the public in order to not find themselves in a similar position as e.tv:

ASA
The Advertising Standards Authority of South Africa (ASA) is a non-governmental organisation that handles matters regarding advertising in radio, TV, online and print. The ASA regulates the packaging and how advertisements are being aired. If an advertisement has been reported to the ASA, the organisation has the power to stop and ban the ad which will make revenues to go down (no advertising, no exposure and no income).

BCCSA
An organisation that was set up to monitor correct procedures in broadcasting (radio and TV). For example: If a radio host or a TV presenter uses offensive language on air, the public has the right to complain to the BCCSA and an investigation will be launched that will lead to a fine or dismissal if proven to have merit.

What you need to know regarding advertising, marketing and when you have a platform to address the public:
- The first code in terms or marketing, advertising and addressing the public is to always be honest, to not be offensive and to have integrity. You don’t want to offend current and potential customers.
- Stay clear of sexually explicit material, offensive language and depicions of gratuitous violence and animal and human body parts.