Curro recently came under scrutiny over the images posted on its social media pages depicting the Curro primary school pupils' career day event. The images showed a black child posing as a cashier, while white children posed as professionals or buyers. The school however claims that they received the consent of the parents before the images were used. Was the Curro marketing team ethical in their creation of this campaign?

Question

In this section you will discuss whether or not specific legislation was violated by the
media professionals in the case study.

Answer 1

The situation you've outlined involving Curro's marketing team raises several ethical considerations, particularly regarding representation and the portrayal of racial dynamics in imagery used for promotional purposes. In evaluating whether specific legislation was violated, we can explore two main areas: consent for use of images and the ethical implications surrounding representation.

Consent for Use of Images

From the school's statement that they received consent from the parents before using the images, it seems they navigated the legal obligations regarding image rights. In many jurisdictions, obtaining explicit consent from guardians for using children's images in marketing materials is a requirement. Provided that Curro has documented evidence of this consent, it’s likely that they adhered to relevant legislation concerning the use of images, such as the Protection of Personal Information Act (POPIA) in South Africa, which stipulates how personal data (including images) should be handled.

Representation and Ethical Implications

While legal consent may have been sought, the ethical ramifications of the imagery used in the campaign are still contentious. The decision to depict a black child in a less prestigious role (as a cashier) while portraying white children in professional or consumer roles taps into deep-rooted stereotypes and can reinforce systemic racial biases. This could be viewed as perpetuating inequality, which while not illegal, raises significant ethical concerns.

Legislation Considerations

• Anti-Discrimination Laws: Depending on the jurisdiction, discriminatory practices in marketing could fall under anti-discrimination or equal treatment laws. If the imagery is perceived to endorse or promote racial stereotypes, even if not explicitly illegal, it may go against the spirit of these laws.
• Consumer Protection Laws: These laws often include provisions that protect consumers from misleading or harmful advertising. The portrayal of racial dynamics could be argued to be misleading or harmful, affecting how children perceive their potential roles in society.

Conclusion

In summary, while Curro's marketing team may not have violated specific legislation regarding consent, the ethical implications of their imagery and the potential reinforcement of harmful stereotypes cannot be overlooked. The ethical evaluation hinges on the perception created by the imagery rather than strict legal compliance. The marketing team would benefit from engaging in reflective practices about representation and considering broader societal implications when creating campaigns. An increased focus on equitable representation and diversity in promotional materials is not only a moral obligation but can enhance the school's reputation and credibility.