Just before Christmas last year, one person complained that a South African TV commercial for Chicken Licken was offensive and the ad was duly banned.
The advert was quite witty and made for a good news story which was picked up by major newswire services such as the Associated Press and AFP. News that SA's new regulator, the Advertising Regulatory Board (ARB) had deemed the ad offensive
popped up in New Zealand, Australia, America, India, and the UK. In South Africa, of course, social media homed in on the ad and it went ballistically viral.
So, if the ARB had thought about the implication of their ban and just ignored that one complaint the ad campaign would have run for a few more weeks and given the declining number of viewers who actually watch commercial breaks on TV these days,
perhaps a few hundred thousand viewers would have seen it. Instead, in South Africa alone the ad was viewed by millions of people. Quite possibly hundreds times more than would have seen the ad on television.
So, instead of protecting the sensitivities of those few people who might have found the ad offensive, banning it simply compounded the very problem the ARB was trying to solve.