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.
For all these reasons, the directorate found that the advertisement does not broadly “offend against good taste and decency”, nor is it significantly “offensive to sectoral values and sensitivities”. One of the complainants raised the point that children might be exposed to such a word, and end up repeating it. The directorate believes that Budget Insurance's contention that because the advert was not targeted at children, certain clauses of the advertising code do therefore not apply, holds no water.
Source: Insurance Report (insurancereport.net)
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