Advertising authority must investigate Limpopo textbook adverts

The DA will lodge a formal complaint with the Advertising Standards Authority (ASA) to request an investigation into the Limpopo textbooks advertising blitz in Sunday newspapers by the Basic Education Department (DBE).

The DBE took out large full-colour advertisements in at least three Sunday newspapers at an estimated cost of R900 000. The propaganda campaign launched by the DBE is not only a waste of public money, but is misleading the public about the North Gauteng High Court ruling on the textbooks matter.

The DBE advert - ironically entitled "facts about the Limpopo textbooks High Court ruling: don't be misled" - appears to have breached two key provisions of the ASA's Advertising Code:

1. Section 2.2 Honesty

This section of the code states that "advertisements should not be so framed as to abuse the trust of the consumer or exploit his lack of experience or knowledge or his credulity."

The DBE stated that "the court did not attribute fault to the Department for the incomplete nature of the delivery of books to Limpopo. The Court indeed accepted that it was not the fault of the Department."

The DBE was dishonest in this assertion as the court did not state that there was no fault on the part of the DBE but rather made no finding as to fault. According to Section 27 the court noted the justification offered by the DBE but made no finding with regard to fault, as this was not necessary for the proceedings.

2. Section 2.4.2.1 Misleading claims

This section stipulates that "advertisements should not contain any statement or visual presentation which, directly or by implication, omission, ambiguity, inaccuracy, exaggerated claim or otherwise, is likely to mislead the consumer."

The DBE misled the public by stating in the advert the "perceived non-delivery of Grade 10 textbooks" and the "so-called failure of the Department to meet the delivery targets", implying that their failure to deliver and meet targets was a perception. 

This is blatantly misleading as, in their own advert, the DBE state that they conceded to the Court that a percentage of Grade 10 textbooks was still to be delivered and that they would complete the outstanding deliveries by 12 October 2012. 

The non-delivery and failure to meet deadlines is precisely why the Court granted a third court order imposing a new deadline for the complete delivery of textbooks.

The ASA must pronounce on whether these attempts to mislead the public are unacceptable in terms of the Advertising Code.

In addition to requesting an investigation by the ASA, I will also be submitting Parliamentary questions to the Minister of Basic Education, Angie Motshekga, to determine the exact costs of the advertisements and whether she plans to hold officials of her department accountable.

I will also pursue the matter in the Basic Education Portfolio Committee tomorrow when the DBE will be briefing the committee. 

In a country where our children do not have enough teachers, books, school transport and food for feeding schemes it is unacceptable for the DBE to be throwing away hundreds of thousands of rands in a propaganda campaign. 

Let me be clear - there is no justification whatsoever to prioritise public relations damage control over service delivery.

Statement issued by Annette Lovemore MP, DA Shadow Minister of Basic Education, October 9 2012

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