Courts & Legal
Naughty golf shirt complaint dismissed as SA ad watchdog finds no breach
A set of cheeky golf shirts has sparked an unexpected national conversation about humour, taste, and where advertising should draw the line. What began as a single complaint from a member of the public quickly made its way to South Africa’s advertising watchdog, placing a small online brand under a much brighter spotlight than it likely expected.
At the centre of the fuss are novelty golf-themed shirts sold by Swing Daddy, known for using tongue-in-cheek jokes and playful visuals tied to golfing culture. Some of the designs feature cartoon-style stick figures in suggestive poses and cheeky innuendo, which the complainant argued crossed into inappropriate territory for clothing that might be seen in public.
A complaint rooted in public decency concerns
The individual who raised the issue said certain items appeared to include sexual references, such as nudity and suggestive imagery. In their view, adult-themed content should be handled more carefully and not be normalised through everyday clothing.
It is a familiar tension in South Africa’s public space. From billboard debates to music video controversies, questions about what is acceptable in shared environments often spark strong reactions online. Social media users frequently split into two camps: those calling for stricter standards and those defending creative freedom or humour.
The brand says the joke is the point
Representatives for the advertiser explained that the business has always leaned into lighthearted wordplay and golfing superstitions as part of its identity. They also noted that novelty golf merchandise with risqué humour is not unique to South Africa and exists in other markets around the world.
Importantly, the more provocative designs are not pushed through paid mass advertising. They sit within a specific section of the company’s website labelled for party-themed polos, which requires users to actively browse to find them. The imagery itself, they argued, is stylised and cartoonish rather than explicit.
The company also pointed out that the products have sold well since the business launched in 2020, suggesting that its typical customer base understands the intended humour. According to the advertiser, no golf courses have formally complained about players wearing the items.
What the watchdog actually has power over
The Advertising Regulatory Board clarified that its authority applies to advertising content, not to the physical products people choose to wear. Part of the original concern related to individuals wearing the shirts in public, which falls outside the organisation’s jurisdiction.
When assessing the marketing material itself, the Directorate acknowledged that the visuals rely on innuendo and include suggestive cartoon imagery. However, it found that the content is not graphic and is presented in a humorous, stylised way rather than as explicit adult material.
Another key factor was how the items are promoted. The shirts are mainly visible on the brand’s own website and social media pages, meaning viewers must deliberately choose to engage with that content. The watchdog also noted that the risqué designs represent only a small portion of the brand’s overall catalogue, which includes general golf jokes and pop culture-themed graphics.
Why the ruling matters beyond one golf brand
The Directorate ultimately concluded that the average viewer of the content is likely a golf enthusiast familiar with that type of humour. Because the imagery is cartoon-based, not graphic, and unlikely to cause serious offence, the advertising was found not to breach the code.
In a country where humour often walks a fine line between bold and controversial, the decision highlights how intent, context, and audience all shape what is considered acceptable. It also reflects a broader reality of online retail, where niche brands often speak directly to specific communities rather than the general public.
For golfers who enjoy novelty apparel, the ruling is unlikely to change much. For everyone else, it is another reminder that in the digital age, what one person finds funny can easily become the next national debate.
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Source: IOL
Featured Image: Drinks Federation Of South Africa
