Egypt’s Consumer Protection Agency to ban ‘immoral’ Ramadan commercials

The Consumer Protection Agency (CPA) announced Sunday that it would ban several Ramadan television commercials for “violating dignity, and disrespecting social customs, traditions and general morals.”

The commercials will also be banned for the illegal use of children, a statement by the agency asserted.

The CPA reportedly received several complaints against these commercials, particularly those for Juhayna, Ahram Beverages, Cottonil and Dice.

The Juhayna commercial includes sexual innuendoes, and promotes “unrealistic results,” suggesting that the company’s milk is better than mothers’ milk, the agency asserted, adding that it promotes unhealthy eating and drinking habits.

Juhayna released a series of commercials this Ramadan featuring babies talking to each other with voiceovers. One particular commercial features three babies having a conversation about breastfeeding.

One baby cries for his mother’s breast milk, referring to it as “dondoo.” Another baby mocks him for still wanting to be breastfed, telling him he needs to drink regular milk, but with a disclaimer, “You will never forget the dondoo.”

The agency also refered to a Birell commercial showing one man taking a sly glance at another man at the urinal, with the tagline, “30 years of Birell and there are still guys like him.”

The agency criticized the commercial, saying it violates general morals.     

The Cottonil underwear commercial was also banned for showing, “clear shots of underwear outlining womens’ bodies and using sound effects that carry sexual innuendoes.”

The statement added that the commercial also includes shots of a man, woman and two children riding a motorcycle without a helmet, which is a violation of traffic laws.

The Cottonil commercial shows the different ways people can “sit,” with a voiceover describing each situation. One particular scene shows women exercising doing squats, as a male voiceover says “ooohhh.”

Cottonil’s competitor Dice was also banned from showing its commercial, which shows a woman talking to a therapist, saying she can tolerate any flaws in a man, even cheating, but will not tolerate her husband buying her any other brand of underwear.

At the end of the commercial, a banner is displayed showing the company’s logo and a picture of a woman in underwear.

The agency criticized the commercial for, “showing a naked woman in underwear and including several sexual innuendoes and promoting infidelity.”

Atef Yaacoub, head of the CPA, said the agency guarantees the consumer’s right to personal dignity and respect for religious values and social traditions.

He said that the commercials in question are a violation of the specifications regulating commercials, which stipulate adhering to morals.

The companies have 24 hours to stop broadcasting the commercials, otherwise the issue will be referred to the General Prosecution.