The advertiser emphasised that the commercial has nothing to do with religion and that the word used is “jir” not “jirre”. This is a common expression in Cape Town and is akin to words like “jislaaik”, used to denote irritation.
“Second, the directorate accepts that the distinction between 'jir' and 'jirre' is almost irrelevant, especially when listening to the commercial on the radio. It is equally likely that consumers would hear either of these words and insist that they heard it correctly. The defence that the word is completely removed from 'jirre' therefore does not hold water,” said the advertising directorate.
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