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Ads promoting promiscuity

Published:Monday | March 29, 2010 | 12:00 AM

The Editor, Sir:

I am deeply concerned about the negative messages that are being displayed in society. On seeing a recent ad for a tonic wine, it struck me as odd that such blatant messages of promiscuity were being displayed in the public domain.

The first ad focuses on a young 'magnum man' who has 'sexual relations' with multiple women. In the midst of the promiscuity, there isn't even the slightest hint of his use of protection. Though it is fair to say the ad provided multiple opportunities to showcase use of or symbolic representation of a condom, this was not done with clarity.

To add insult to injury, the second ad shows a young woman who, on the eve of her wedding has 'relations' with the 'magnum man'. So there we see infidelity added to the previous issue of promiscuity, while the Broadcasting Commission seeks to rid our airwaves of overtly sexual and/or explicit messages.

Responsible behaviour

This is also taking place while the Ministry of Health is actively trying to encourage responsible behaviour and safe sex among our young people. I therefore urge the Broadcasting Commission to turn its attention to commercials such as these as it seeks to keep our airwaves clean. I also urge the creative minds behind the ads to remember that irrespective of seeking to have a popular campaign, we should remember our social and moral responsibilities.

The challenge is also being extended to the brand management team at Magnum Tonic Wine. It is in their best interest to keep 'overtly sexual material' within acceptable parameters, than having it emblazoned in such a public domain as is currently being done. Let us all remember that ads such as these do a whole lot to lessen the impact of the positive messages that are being highlighted in safe sex campaigns.

I am, etc.,