KFC won't have to 'Stop it': ASA rules in favour of ad

“Stop it!” a complainant pleaded when he complained to the Advertising Standards Authority (ASA) about a KFC television commercial.

Bradley Chipoyi was upset about a KFC commercial that aired on SABC1 on May 7 this year.

In the commercial a young man watches a video on his smartphone. The video on his screen shows KFC offering eight pieces of chicken and chips for R99.90 on Tuesdays.

The young man's response to the video is the following: Voiceover: “Get eight pieces of chicken…” Young man: “Stop!” Voiceover: “…and two large chips…” Young man: “Stop it!” Voiceover: “…all for 99.90...” Young man: “Stop it. I like it!” Voiceover: “...mm hmm. It’s finger-licking good.”

Chipoyi believes the young man saying “Stop it. I like it!” changes the meaning of “Stop it”‚ going against women and child abuse advertisements where “Stop it” would mean exactly that.

KFC said their market research found that the South African youth often react to good news by showing excitement in the way they express themselves and often use the phrase “Stop it. I like it!”.

They added that in the commercial “Stop it. I like it!” means you enjoy what you are seeing‚ feeling or hearing and want more of it.

The Advertising Standards Authority (ASA) ruled that a reasonable viewer would not connect the food commercial to women or child abuse‚ because no women or children feature in the commercial and there is no mention of abusive behaviour.

“The Directorate (ASA) also agrees with the Respondent (KFC) that it is common use to respond to unbelievably good news or juicy gossip with the words ‘Stop it’‚ when the speaker actually means the exact opposite. The implication is that the news is unbelievable.”

The ASA dismissed Chipoyi’s complaint.