- Clicks has prompted a wildfire on social media after making less than flattering comments about natural African hair
- Citizens have dragged the chain in response to these comments, enraged by what many feel were racially charged insults
- Now, the EFF has issued a statement in response to this unfortunate situation, referring to the 'disgusting racist advert'
The Economic Freedom Fighters have weighed in on the drama surrounding comments made by Clicks on the group's website referring to natural African hair as 'dry' and 'damaged'.
In a statement issued by the political party on Friday afternoon, the Red Berets made their displeasure over the situation crystal clear:
"The EFF notes the disgusting racist advert put out by pharmaceutical outlet Clicks, which displays the hair of Black women as inferior to that of white women. The advert, asserts visually and descriptively the natural hair of black women is damaged and dull while depicting the hair of white women as normal, fine and flat. It is inexplicable that this imagery can be portrayed, one which reinforces the racist narrative of the abnormality of blackness as opposed to whiteness as a standard."
The party continues to blast the company for feeding into narratives that the nation is trying hard to move away from, saying that:
"The transgression that Clicks has made goes far beyond a simple advert, rather, it represents a cornerstone of anti-black racism which manifests itself through the disregarding of black identity."
The EFF is adamant that Clicks has committed a human rights violation, calling for the company to be held accountable:
"Clicks must therefore be regarded as having committed a human rights violation in this regard because their advert is a perpetuation of the violence of colonialism and racism. All progressive forces must embark on direct action to ensure Clicks is held accountable for their racism, and this is not brushed under the carpet like many violations black people are confronted within this country."
Earlier, Briefly.co.za reported that Clicks was dragged online for using an image of Afro hair to demonstrate 'dry and damaged' hair textures.
A social media user, who goes by the Twitter handle @pelomasebe, shared a screenshot of the advertisement on her timeline.
She simply captioned the post: "Mhmmm idk hey..." Her tweet quickly spread like wildfire and South Africans could not believe their eyes.
They immediately called Clicks out, resulting in the retail store trending online.
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