KINGSTON: The German electronics company, Saturn, has apologized and withdrawn an advertisement on television that showed the Jamaican flag being burned.
Jamaica’s Ministry of Foreign Affairs said after it engaged in diplomacy with the Ministry of Foreign Affairs in Germany and Saturn, the company decided to remove the advertisement from all its online channels and website as well as on German television “out of respect for the feelings of the Jamaican people”.
“At no time was it the company’s intention to offend the national sentiment of the Jamaican people,” said Saturn in a letter to Jamaica’s Ambassador in Germany, Joy Wheeler. “We must nevertheless take note of the fact that the humorous approach we selected has led to some misunderstandings in Jamaica and among Jamaicans living in Germany. We sincerely regret this and would like to apologize if we have angered or offended anyone with our ad.”
The letter also stated that the advertisement was meant to be “tongue-in-cheek” and was not intended to “offend the sensibilities of a segment of the population or nation or diminish the significance of the Jamaican flag”.
The Ministry of Foreign Affairs said that it has accepted the apology from Saturn and its decision to withdraw the advertisement.
The main opposition Jamaica Labour Party (JLP) had raised concerns about the advertisement. JLP spokesperson on Culture, Olivia “Babsy” Grange, said the depiction of the Jamaican flag in the advertisement was “unacceptable” and called on Prime Minister Portia Simpson-Miller’s government to address the issue.