Egypt Bans 4 Ramadan Ads Over Alleged Ethical Violations

The Egyptian Consumer Protection Agency (CPA) put off air the TV commercials of Juhayna, Cottonil, Dice, and Birell on charges of violating public morals and breaching advertising standards, the CPA said in an official statement Saturday.

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“[The commercials] violated personal dignity; disrespected public taste, customs, and community traditions; breached public morals; and used children to violate advertising standards,” said CPA, adding that it received several complaints from consumers and spotted the abuses through its media monitoring unit.

1. Juhayna – El Dondoo

Juhayna’s TV commercial carried sexual connotations, used children in violation of advertising standards, and misled consumers by implying that the company’s milk is better than breastmilk, said the CPA.

2. Birell

Birell shows a young man peaking into the private area of another man in a bathroom, which breaches public morals, CPA added.

3. Cottonil

Cottonil shows a group of women in underwear, using sexually explicit sound effects. The commercial also violated the law, endangering the lives of children in a scene where a man, a woman, and two children ride a motorbike without helmet protection, CPA said.

4. Dice

Dice’s commercial shows a naked woman’s body in underwear, said CPA. The agency added that it carries many sexual insinuations, promoting immorality and justifying infidelity.

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