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HomeEditors PicksCeleb endorsement gone bad: Lessons from Katlego Maboe cheating scandal

Celeb endorsement gone bad: Lessons from Katlego Maboe cheating scandal

In yet another shocking move highlighting the impact of negative publicity on celebrity endorsements, Outsurance also revealed that all their TV commercials featuring the TV star will be removed after he admitted to cheating on his partner, along with serious abuse allegations. Here are the lessons we can learn from the scandal.

Outsurance’s decision came just hours after ‘The Expresso Morning Show‘ issued an official statement this morning confirming Maboe’s suspension after the TV presenter’s wife alleged he gave her a sexually-transmitted diseases in a viral Twitter video.

“We condemn any acts of violence and mistreatment, especially against women and children, and therefore take such allegations very serious,” Cardova Productions said in a statement – after Maboe admitted to cheating on his wife, but denied ever abusing her.

“Truth: I was unfaithful to my partner during a very important time of our lives – an act I regret to this day. We are currently undergoing an unfortunate and painful separation which is being resolved through legal proceedings,” the South African television personality shared on social media.

While some argue the removals appear to do more with the abuse allegation than his cheating admission, others reckon such actions are justified not only from the reputational interests of the companies in question – as highlighted in this article –  but given that gender based violence is a serious concern in South Africa. We can’t agree more!

What people say; Twitter reaction

Tankiso Komane
Tankiso Komane
A Tshwane University of Technology journalism graduate, Tankiso Komane has a vast experience in print & broadcast media business and has worked for some of the country’s biggest daily newspapers, including The Sowetan, The Citizen, The Times, and The New Age. Through her varied work as a journalist, notably as a copywriter for SABC1 (On-Air promotions) and as a publicist for Onyx Communications, she has developed an in-depth understanding of the nature of the media business and how to use it for the purpose of exposure. Her expertise in journalism across various disciplines, coupled with a good reputation, has laid the foundation of a new kind "trust in Journalism" as the media ecosystem continues to digitally evolve.
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