THE GOVERNMENT has responded to concerns surrounding the controversial advertisement by German appliance company Saturn, which includes images showing the improper handling of the Jamaican flag.

A statement from the Ministry of Foreign Affairs on Saturday said the commercial appears to be well intentioned, as it seeks to use the powerful symbolism of brand Jamaica to project the products and services of Saturn.

However, the Foreign Affairs ministry noted that there are strict guidelines governing the use of the Jamaican flag, including that it should never touch the ground or be stepped on.

"It would be appropriate in these circumstances for Saturn to seek to repair this most unfortunate breach, which has caused discomfort," the statement said

The Portia Simpson Miller-led administration has also welcomed any initiative, which would serve to advance Jamaica's profile and image in the world.

In the advertisement, the Jamaican flag is inadvertently set on fire and taken outside a coffee shop where some men stamp on it trying to out the fire.

On Friday, the main opposition Jamaica Labour Party (JLP) raised concerns about the burning of the national flag in the advertisement.

JLP Spokesperson on Culture, Olivia 'Babsy' Grange, then called on the Government to address the issue through Germany's Embassy in Jamaica.

Apology needed

Jamaica's principal logistics, ceremonial and protocol consultant, Merrick Needham, also joined the chorus of voices commenting on the controversial advertisement.

Needham said while the intentions were good, the execution spoilt the good intention.

"I would agree that first of all, there should be an apology, but it should be pulled, because it is going to continue inflaming people.

"I don't feel so strongly now that we should go and raise hell from the diplomatic point of view, but we should make the point through diplomatic circles that it is not a good way to represent the country, there should be an apology at least," he said.

- CMC