South Africa, Feb. 7 -- Brutal Fruit's parent company defended the advertisement, stating that it did not explicitly promote illegal behaviour and was merely intended to showcase a celebratory and aspirational lifestyle.

The company further argued that the bottle shown on the beach was closed and was included in the scene solely for branding purposes. At no point, they claimed, did any individuals in the commercial consume alcohol on the beach. Additionally, the company reiterated its commitment to promoting responsible drinking and proper disposal of its products.

Karabo Ledwaba 23 Jan 2025

However, the ARB found that the setting and overall context of the advertisement could be interpreted as encouraging the consumption of alcohol in...