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Consumers haul Budget Insurance to advertising watchdog for 'offensive' advert

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“Don’t beeetch, sweeetch!” is not offensive, but children should not see it on TV. This is the Advertising Regulatory Board's finding on a Budget Insurance TV advert.

The complaints were about the TV advert's pay-off line “Don’t beeetch, sweeetch!”

Another complainant stated that the word is derogatory and that this term is directed at women, specifically. It said the advert and the use of words “Don’t Beeetch, Sweeetch” are intended to be lighthearted and humorous in their depiction of the reality of expensive insurance in SA. It maintained the structure of the whole advertisement is comical and in no way seeks to offend anyone.

It also took into consideration that in the Budget Insurance advertisement, the gender of the people doing the “bitching” was fairly equally split between men and women, which goes some way to negating the gender association

Source: Insurance Report (insurancereport.net)

 

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