South African armoured vehicle company Armoured Mobility has been instructed by the Advertising Regulatory Board (ARB) to amend or remove its billboard on the Cydonia Road bridge across the N3 Highway in Germiston that boldly reads “Fear F*kol”.
This follows a complaint submitted to the ARB by two individuals – Mrs Michelle Stoltz and Mrs Jolande de Beer – who said that the word “F*kol” is considered “crude and offensive” and that it is inappropriate to display where children are likely to see it.
Inappropriate for children
Due to the specifics of the complaint, the ARB did not consider whether the billboard is offensive to adults, but rather, whether it would be, from a reasonable perspective, considered appropriate to expose to children.
“By relying on its bold ‘Fear F*kol’ payoff line (with virtually no other text aside from the branding and company website in much smaller font), the advertising confronts children with an unambiguous statement,” said the ARB.
“This bold statement, while relevant to the message that the Advertiser seeks to convey, arguably communicates to children that the word ‘F*kol’ is acceptable and may be used as a synonym for ‘nothing’ during ordinary conversations.”
The fact that the word “F*kol” has been adopted by some as a colloquial way of saying “nothing” does not automatically bring this word into the realm of generally acceptable lexicon for children, and it is unlikely that parents, whether English or Afrikaans, would encourage their children to use it.
“The phrase is also not presented in a manner that allows for a secondary meaning to be attached to this word,” said the ARB.
“There is no innuendo and no alternative meaning that would make sense. To put it bluntly, the communication is, and can only be, “Fear F*ck-all”, albeit with the Afrikaans spelling.”
In addition, the ARB noted that had the advertisement appeared in a setting where it would be more targeted at adults, such as a newspaper/magazine or late-night television, it may not have elicited any complaints, but the fact that it is displayed on one of Gauteng’s busiest highways heightens the risk of children being exposed to it.
“In the absence of evidence to the contrary, the Directorate is not convinced that parents, and particularly Afrikaans parents, would be amenable to their children being exposed to, or using this word in general conversation,” said the ARB.
Having considered this evidence, the Board decided that the “Fear F*kol” phrase, when exposed to children indiscriminately, is in contravention of Clause 14 of Section II of the ARB Code, with the advertiser now being forced to “remove or appropriately amend this billboard in a manner that limits any likelihood of children being exposed to it, or being given the impression that the word ‘F*kol’ is acceptable usage.”
A bold marketing strategy
Armoured Mobility launched its provocative marketing campaign in the first week of September, aiming to highlight the country’s alarming crime rates and the protection that an armoured vehicle provides in the face of this.
“Armoured Mobility recognizes the daily concerns and anxieties of travellers, from the need to ensure personal safety to safeguarding valuables during commutes,” said the company at the time.
“The billboard aims to make people consider their vulnerability on the road and presents an alternative solution – the peace of mind that comes with traveling in an armoured vehicle.”
In response to the motorists’ complaints, Armoured Mobility said its intention was not to offend, but to adopt an innovative and attention-grabbing approach to convey a powerful message.
It contends that “F*kol” is a word that is widely used across media platforms and even in parliament, referencing speeches from both South Africa’s defence minister Thandi Modise and ANC secretary-general Fikile Mbalula.
“While the campaign’s boldness may raise eyebrows, Armoured Mobility insists that they are addressing a critical issue in a unique way,” said the company.
“In a world where safety is of paramount importance, the Advertiser’s “Fear F*kol” campaign invites South Africans to consider a new level of security while on the road.”
Keyword: Armoured car ad ruled too offensive for South African roads