TimesLIVE approached leading digital transformation strategist Yavi Madurai, who said she could not comment on the specific campaign as she was not familiar with it.
But Madurai referred TimesLIVE to an article she published that explores ethics and influencer marketing.
The article states that organisations, when choosing to use paid/earned media in their artillery of marketing efforts, have to think about (and solve) the conundrum of responsibility and ethics, as it relates to influencer marketing.
“This is not to say there is anything illegal or even ‘wrong’ with certain activations — it’s more about what matters for the greater good being the target audience, and positioning a brand for its ethics and moral standing, as opposed to what can and can’t be done legally to promote its brand.
“Balancing ethics and responsibility vs marketing and profits is something that forms part of an ethical approach within any business, and choosing if, when, and how to use influencer marketing in a brand’s portfolio, is when this becomes a key decision of that ethical approach and brand culture,” the article advises.
SA went into lockdown advanced level 3 on December 28 where President Cyril Ramaphosa banned the sale of alcohol “to curb the further spread of the coronavirus that is wreaking havoc in the country”.
Level three regulations are expected to be reviewed on Friday.