South Africa’s ARB blocks Switch Energy drink Ad over ‘Drinking and Driving’ message 

SOUTH AFRICA – South Africa’s Advertising Regulatory Board (ARB) has prohibited the airing and publication of a Switch Energy Drink advertisement after ruling that it conveys an irresponsible message by creating a positive link between drinking and driving.  

The decision followed a consumer complaint filed earlier this month, prompting the ARB to instruct its members not to accept the commercial in its current form. 

The complaint focused on a recurring line in the advert, where a prize winner repeatedly exclaims, “drinking and driving is awesome” during an interview with a TV reporter.  

The complainant argued that the phrase trivialises a serious and illegal behaviour and could encourage viewers to take drunk driving lightly. Although Switch Energy Drink is non-alcoholic, the complainant noted that the wording is widely interpreted as referring to driving under the influence of alcohol. 

According to the complaint, the expression “drinking and driving” has a universally understood meaning that cannot be separated from the dangers of alcohol-related road incidents. South Africa records some of the highest road fatality rates globally, with drunk driving remaining a major contributing factor. 

In the advert, the reporter reacts immediately to the statement, cautioning viewers not to drink and drive. However, the ARB found that the comedic tone and storyline still leave audiences with a positive impression of the phrase, particularly because the character makes the statement after consuming the energy drink and winning a car. 

Switch Energy Drink defended the commercial as deliberately humorous, stressing that the brand’s non-alcoholic nature makes the message harmless. The company maintained that the reporter’s corrective response clarifies the intended meaning and encourages responsible behaviour. 

The ARB rejected this argument, stating that advertisements are often processed quickly and superficially by consumers, and any ambiguity regarding drinking and driving is unacceptable.  

The regulator ruled that the advert does not sufficiently distance itself from promoting a dangerous activity and fails to meet standards of honesty and social responsibility required in broadcast media. 

The complaint was upheld, and the ARB instructed that the commercial must be amended, specifically by removing the contested phrase, before it can be aired or published. 

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