News

Industries

Companies

Jobs

Events

People

Video

Audio

Galleries

My Biz

Submit content

My Account

Advertise with us

Laugh it Off vs SABMiller: The Constitutional Court

Laugh it Off Promotions, the Cape Town-based T-shirt company, made notorious for their 'Black Labour/White Guilt' T-shirt parody of the SABMiller Beer, Carling Black Label, finally get to have their day in Constitutional Court today, 8 March 2005.

Over the past two years, both parties have met in the Cape Town High Court as well as the Supreme Court of Appeal in Bloemfontein. On these occasions, the courts ruled not only initially in favour of the world's second biggest brewery, but then also gave the small t-shirt company the opportunity to have their case heard again and again, until their leave to appeal in the Constitutional Court was finally granted in late 2004.

Laugh it Off's counsel headed by Snr Advocate Peter Hodes and Anton Katz will argue that no matter how outlandish the previous judicial interpretations might have been, the meaning of the T-shirt's message remains academic as International legal precedent suggests 'fair parody' as one of the most palatable legal defenses in trademark disputes.

Gilbert Marcus who will be appearing for the Freedom of Expression Institute (FXI) as 'amicus curiae' (friends of the court), will recount a history of Black Label advertising campaigns featuring black South Africans working on coalmines and railway tracks, and then enjoying a Black Label at the end of the day. By aligning their brand with the self-same 'black labourer' that has suffered under white exploitation (as referred to in the T-shirt), Marcus contends that SAB are guilty by association - thus elevating the comment Black Labour/White Guilt to an example of fair parody.

Marcus's interpretation would thus seem the shrewdest - should the judges not be convinced by Hodes's stonewall approach that courageously denies SABMiller even have a case.

So the 11 Constitutional Judges will have their work cut out for them on Tuesday as they decide on the following:

  • Whether Laugh it Off's use of the Carling Black Label logo as a conduit to make the comment that 'Africa's lusty, lively exploitation since 1652', with 'No regard given worldwide' and with reference to 'Black Labour', has/should/might have left a feeling of 'White Guilt.'
  • If the shirt is a shining example of effective, modern-day communication for the way in which it re-appropriates the consumer icons of a consumer-conscious society for cultural comment.
  • Does Laugh it Off's use of the Carling Black Label trademark - registered to protect Carling Black Label's 'selling power' as a brand - constitute a trademark infringement, if the only harm caused to a brand with an annual marketing spend of R35 million has been self-inflicted by SAB's legal strong-arming.
  • Is a T-shirt a valid medium of communication?
  • Can the Black Labour/White Guilt comment be said "to border on hate speech" (Judge Cleaver, CHC judgment)?
  • Is it perhaps "an abuse of freedom of speech." (Judge Harms, SCA judgment)

    For more information go to: www.laughitoff.co.za.

  • Let's do Biz