TopTV airs advert promoting adultery

2012-11-06 10:09
Cape Town - TopTV has sold advertising space to website, a dating service aimed at people already in relationships or marriages who are looking to have affairs.

The embattled pay-TV service, which recently underwent business rescue, is the only South African broadcaster airing an advertisement for the company, according to a statement issued by the dating site.

The controversial advertisement, titled AM Bedroom Frolic, sees a couple engaging in foreplay while the captions on screen read: "This couple is married. But not to each other."

The commercial ends with the website's address and the slogan: "Life is short. Have an affair".

Noel Biderman, founder and CEO of, said that the site has seen an 18% increase in sign-ups since the advertisement was first aired on TopTV in mid-October.

"Our membership growth in South Africa continues with over 120 000 members since June," said Biderman.

The 40-second advertisement airs on TopTV after 20:00.

Watch the commercial here.

TopTV proposed plans to launch a stand-alone porn package in 2011, but failed due to public outcry and a lack of authorisation from the Independent Communications Authority of South Africa (Icasa).

In 2011, US television network FOX refused to air a similar Ashley Madison advertisement during the Super Bowl, even though the commercial did not feature the site's cheeky slogan.

How do you feel about TopTV advertising Morally corrupt or financially savvy? E-mail your thoughts to


  • bernadette.francois.75 - 2012-11-06 10:26

    Ermm - this is a joke right? That is the worst thing that I have ever seen. *speechless*

      Oupa Dube - 2012-11-06 10:41

      No,its not a joke!Top tv is desperate for business. No morals at all!

      Matt.jinwook.Jay - 2012-11-06 10:43

      No it's real, but he's definitively lying about those numbers. I'd be surprised if there were even 12000 South Africans on AshleyMadison.

      classwar.trotsky - 2012-11-06 11:06

      If you don't like it, don't use it. Simple. But I supose you people (being the custodians and guardians of morality) prefer to ban everything outright that you don't like. Same as you wish to impose your religious and moral views on everyone else. I am not anti- or pro- this website, and whether I am or not is actually irrelevant. People can make up their own minds, without the christian lobby claiming their right to an Inquisition. Sorry, church goers, your days of controlling what other people do with their own minds and bodies is long gone, thankfully. It was known as the dark ages.

      brian.connell.18 - 2012-11-06 13:08

      Man oh man - how hypocritical you all are!~ "Speechless", "no morals at all", quoting your imaginary friend's sayings from the only book you read. Go check the stats on divorce in this country - mostly caused by adultery without the help of a website. If it doesn't appeal to you - ignore the advert. If you like it - go and sign up. Life's for living - any damn way you want! Go have fun and stop being so sanctimonious.

      sheamus.drager - 2012-11-06 13:28

      Dammit that advert made me buy a Merc, when I really wanted the BM. I hate adverts, they all lie. Geddit?

      mofstok - 2012-11-06 14:56

      Society is fooked. If you aren't man enough to accept your responsibilities, then you shouldn't have gotten married in the first place. Pathetic people. So pathetic.

      squeegee.pilot - 2012-11-06 17:44

      These executives need help. Immoral and really bad business people.

      lynette.straten - 2012-11-06 18:58

      @ ClassWarTrotsky - firstly nobody mentioned any religion or faith in this thread .... so why so antagonistic? @ brian.connell.18 - are you saying that it's all about self? If it feels good to you, just do it, regardless of the hurt and destruction it will cause to others? Is SELF more important than the good of all? You live in South Africa, where we believe in Ubuntu. Ubuntu is an ancient African word meaning 'humanity to others'. It also means 'I am what I am because of who we all are'. So if we follow your advice and just live and let live, then "I am what I am because of who we all are" will make South Africans will turn out to be one mean, spiteful nation because we do nothing to help those hurting and in need.

      classwar.trotsky - 2012-11-07 07:33

      @Lynettevs Because all these anti arguments are coming from a place of self-claimed moral superiority and self-righteous priggishness. The people squealing the loudest about this are obsessed with what other people do with their lives, the old MNet Soapie, Cardies greeting card kitsch, sondag oggend kerk & skinner, currie cup obsessed Woolies boycotting Helen Zille worshipping fools. They are mainly against it due to the fact that they all suspect their upstanding husbands are trolling around looking for black meat. Sorry for the antagonism, I'm having a bad day already, and it's not even 8 yet.

  • lulu.shezi - 2012-11-06 10:41

    i give top tv another year before they totally fold...their promotion of immorality is what's getting them in trouble. You can't be tryna promote sinful behaviour on such a high scale. God's judgement won't escape you. I await the day they totali go bankrupt n close down. They are bad for society

      nosiphom.mazibuko - 2012-11-06 10:59

      You are abd for society for you are judgemental - who says your viewes are the universal truth?? Live and let live and relax!! And we still want them to show porn!

      lulu.shezi - 2012-11-06 11:16

      ay if u wana engage in sexual immorality go ahead,but wen such channels wana imitate the west by bringing such thungs in our society thats wer i draw the line.its bbeen proven that ppl's marriages n relationships r being destroyed by such.n ur theory of ''it's ppls choices'' doesnt stand..if such wasnt out der on tv,dey wldnt have to b makin dat choice to begin wld u feel if ur husband used dis dating site to cheat on u?na man we cnt b condoning everything on the basis of freedom of expression.n look at wer top tv is standing darlin,even pep stores have stopped selling their package..if dey survive another two yrs itll b a miracle...

      selwyn.lloyd.37 - 2012-11-06 11:49

      No wonder TOPTV is under business rescue, won't be long before they are totally gone, YAY!!!!, and quite rightly there are some, no plenty good moral people out there who have children and want to protect them!

      haig.tait - 2012-11-06 11:54

      first off learn to type properly...cannot understand the simple typing.... second what he says is true its called FREEDOM we can do and consume what we please its our body's our minds our relationships prohibition has proven to fail many times.... stop forcing the way the church tells you to lead your life and lead our own life there is reason you have your OWN life..... open your mind open your soul.

      lulu.shezi - 2012-11-06 13:12

      haig tait...i'm a journalist sweety,i know how 2 spell very well,but wen i'm usin my fone i type lyk dis coz i can,i want to, n my msg stil goes thru...mmkay?

      abra.kadaver.1 - 2012-11-06 21:22

      @lulu , are you a journalist for the Daily Sun or a primary school newsletter? Neither , then wherever you bought your qualification from ripped you off and should have rather sold you a diploma in spaza shop management. I don't care if you are typing on a Nokia 3310 , that Mxit typing should only be used by kics and people suffering from sever mental or physical disabilities, if Joost Van Der Westhausen posted on News24 he would be excused for that but what you are doing is both ridiculous and blatantly embarrassing to yourself, your family and wherever you bought your journalism certificate. Another shining example of the current situation in South African education system.

      jacowium - 2012-11-07 14:48

      What abra.kadaver said. Lulu, no matter what texting device you use, your output here on a news forum says a lot about yourself and your (questionable) regards for professionalism - since journalism is your chosen career. And what we see here, is rather appalling.

  • - 2012-11-06 10:44

    People should really *really* just let go of this Victorian Morality that they cling to so tightly, and start enjoying life.

      nosiphom.mazibuko - 2012-11-06 11:00

      Precisely charles Glass. People are too stressed worrying about others instead of only themselves. Who cares if my neighbour has an affair if it involves none of my folk?

      lynette.straten - 2012-11-06 11:36

      Enjoying life by having an affair ... actually destroys people! I know, I've been through it. An affair is the most hurtful thing that can happen to a married person!

      denny.cray - 2012-11-06 11:47

      I don't like the idea of "cheating" but if people want to have open relationships then it is their own business. What is good for Peter isn't always good for Paul. Let them decide for themselves.

      kelvin.straten - 2012-11-06 11:51

      Is what we want to teach our children? That marriage means nothing?

      thando.gqabaza - 2012-11-06 11:55

      You pro-affair people , I wish it happens to you and destroys your lives..... then you'll learn

      classwar.trotsky - 2012-11-06 13:06

      @thando.gqabaza - It is not about being 'pro' or 'anti' affair, it is all about why on earth you feel you have the right to censor and control other people. Back off, butt out, and stop snivelling about what other people do with their own lives.

      classwar.trotsky - 2012-11-06 13:07

      @kellyn - It is not about being 'pro' or 'anti' marriage, it is all about why on earth you feel you have the right to censor and control other people. Back off, butt out, and stop snivelling about what other people do with their own lives.

      nosiphom.mazibuko - 2012-11-06 13:20

      @Kelly - teach YOUR children what YOU want them to learn. Get out of other peoples lives. People are having affairs with or without Ashley Madock. And you control freak Lulu Shezi, are yoyu telling me that before TV there were no affairs no infidelity - come on - grow up!! Humans are sexual beings and that is a fact - marriage is an artificail socialisation - and it is everyone's choice to be or not to be married (even same sex marriages are allowed nowadays and some of you will judge those who chose this kind of life). Guys have a life and live it like YOU want to nd do not interfer in the lives of others!!

      kelvin.straten - 2012-11-06 13:36

      @classwar...why do we need to have your lack of morals shoved down our throats???? An affair is a breaking of trust and is hurtful to a lot of people, i am talking from experience, so this is not just some sermon i have heard. Why is it that the "liberals" are free to sprout their minds but the minute a person of faith does the same we are branded as prudes and shot down from all sides?

      kelvin.straten - 2012-11-06 13:42

      @ nosiphom.mazibuko...i do teach my children what is good and what is right, but they also live in this world and dont need to have this kind of stupid immoral trash thrown at them from every side. Like i said, TOP TV might earn a few bucks from the ad, but will lose a fair amount from people like me who will not pay for their service if this is the kind of advertising they are going to air. How do you have the right to tell me to get out of other peoples lives when that is exactly what you are doing, getting in my life with your silly comments.It is amazing how you ridicule marriage, have you ever been married? I dont think you have or if you did that it did not end well, or that you are living in an "open Marriage" which is actually a contradiction in terms. You, my friend are the one who needs to grow up and realize, that while we as humans are indeed sexual beings, we need to learn to control our lust and urges in order to carry on the human race.

      classwar.trotsky - 2012-11-06 14:12

      @kellyn My lack of morals? I already stated that I am neither pro nor anti this site. I am saying that it is not your place to act as censor to the entire world. What is it that makes your version of what is and shouldn't be any more valid than anyone elses???? Why are you so concerned about what others do? What gives you the right to dictate what strangers do with their own lives? Sex is like eating in a lot of respects. It is a natural act, which is fun, and healthy to the open mind. And sex is like eating in other ways, too. Only the morbidly obese and the anorexic are obsessed with food. And the same analogy can be drawn between the religious and sex. With thanks to Mr Hitchens, there.

  • nosiphom.mazibuko - 2012-11-06 10:57

    Guys don't be judgemental - at the end of the day it is every individuals chioce to make whether he/she wants to have an affair or not, dont balm AshleyMadison or TopTV, blame the people doing it, if you think its wrong. If you don't want to do it, just refrain from it, its a free world. An affair is the private busines of a husband, wife, the mistress and the wife's boyfriend,assuming all have secrete lovers, and no body else. Ohh maybe the lovers of the other two as well - who knows how big the ring can be!!!

      jeeves.eddings - 2012-11-06 11:05

      Till it happens to you genius.

      goyougoodthing - 2012-11-06 11:08

      I think people should be able to do what they want BUT there is a caveat. Actions affect others. If you want to have an affair tell your partner. Make it right with them. If it's not okay with then either dont have an affair or move on. That is my problem, not the act, the deceit.

      nosiphom.mazibuko - 2012-11-06 13:23

      Jeeves, it is not about me, it is about the principle of you control freaks. If it happens to me of cause I will cry and quit, painful as it might be,or stick in for that matter, who knows? @goyougoodthing - agreed!

      anthea.lagrange - 2012-11-06 13:38

      Careful Nosipho, the universe has a nasty way of throwing your words back in your face.Do you know what your spouse is doing right now?

      lynette.straten - 2012-11-06 18:42

      So Nosiphom, are you saying that it's all about self? If it feels good to you, just do it, regardless of the hurt and destruction it will cause to others? Is SELF more important than the good of all? I suppose Hitler would agree with you ....

  • Pablo Mkhize - 2012-11-06 10:58

    top tv isnt doin nuting rong its just puttin in da bate its ppl choices 2 take da bate or not

      hayley.fredericks.9 - 2012-11-06 11:15


  • fran.aphane - 2012-11-06 11:03

    They're morally rotten including the creator as well. I wonder how will she feel if her husband cheated on her since they both have no problem with someone having an affair? I hope someone break up their marriage so they could feel how painful it is, stupid.

  • Stanley - 2012-11-06 11:28

    Promoting bo nyatsi

  • ben.louw.5 - 2012-11-06 11:28

    HAHAHAHAHAHA!!!! TopTV needs to fire their PR person. HAHAHAHAHA!!!!!!!!!!!!!

  • rowan.maulson - 2012-11-06 11:37

    Wow... so many people who care about everyone else's souls.. If you have an issue with AshleyMadison's business, then don't use them. Don't be prudish and try get them to ban a simple advert.

  • kelvin.straten - 2012-11-06 11:49

    Marriage is meant to be a sacred and beautiful thing between two people. If you make that commitment, then why would you want to have an affair? This is not about religious beliefs , but about simple moral standards, i commit to the, forsaking all others, therefor to promote affairs is an immoral concept.Never mind in these times of HIV/AIDS sexually transmitted diseases and the danger of meeting people online, how can anyone condone such a site. And for a TV channel to air the ad, they are endorsing this belief and therefor are as corrupt as the site owners and users. Yes we have free choice, and i for one choose not to have an affair, and choose not to support something that is promoting promiscuity. So while Top TV may get some income from the ad, they will lose income from those of us that hold high the sanctity of marriage, as we will cancel our subscription/ or not take out a subscription to your pay to view tv. Bit of a double sided sword hey TOP TV ?

  • jackie.m.dickson - 2012-11-06 12:27

    Wow whats wrong with this lot? They want to show porn and now this? Is JZ the boss? From our census stats it seems like the country needs more cold showers that TV like this?

  • zahira.variawa - 2012-11-06 12:44

    I checked this website out months ago out of morbid curiosity. I use a local site for SINGLES to meet friends and simply chat with all sorts of people who i would never have encountered normally in a controlled environment - I heard about Ashley Madison on the radio and was appalled wanted to see what it was about created a bogus profiles and to my surprise once you create a profile you need to PAY them to permanently delete it!! So I wonder how many people do the same.

      jacowium - 2012-11-07 14:59

      Creating a bogus profile to snoop on a website out of 'morbid curiosity', is also a form of deceit, if I'm not mistaken. No doubt AshleyMadison anticipated that the so-called morally righteous would do just that, so I'm not surprised they require snoopers to pay to have a profile deleted.

  • melanie.gardner.7528 - 2012-11-06 13:11

    Holy mother of Mars!!!! I bet the legal system is going to make mega bucks out of the divorce rate that is going to increase! SIES MAN!!! where's your style?

  • psk2004 - 2012-11-06 14:13

    Good for them, if that is what it takes, to keep their business afloat. Its easy to critize, but i prefer competition in the broadcast industry, besides if u are not prone to sleep around, ignore it.

  • bernadette.francois.75 - 2012-11-06 14:24

    @brian.connell.18 I really do not care if people want to go out and have affairs. I certainly DO NOT want to have adverts on TV promoting it. Each to his own and all that. Just keep it out of my face. The reason that I was speechless is because I would have hoped that a TV company would have SOME sort of moral standards in what they advertise. Clearly they only care about the money more. And everyone keeps on calling Multichoice the bad guys??? Well - today I am proud to be a DSTV subscriber.

  • WvdWesthuizen - 2012-11-06 14:30

    If a simple ad would influence your marriage, did your marriage really mean anything in the first place? I'd never have an affair, but seriously, if you're so weak minded that a stupid ad influences your marriage, I'm glad it aired. Hopefully it'll prevent easily influenced and weak minded people from procreating.

  • mofstok - 2012-11-06 14:55

    Society is fooked. If you aren't man enough to accept your responsibilities, then you shouldn't have gotten married in the first place. Pathetic people. So pathetic.

  • kseyffert - 2012-11-06 15:25

    While it certainly is immoral..... Ah but is it. You see, morals are a personal set of standards that you pass on to your offspring and hope that they adopt. It is not what you think the world should be and shove down the throats of others. Why can't they advertise their product. It's up to the potential user to decide to buy or not...

      lynette.straten - 2012-11-06 19:07

      Oxford Dictionary definition of moral judgement: concerned with or derived from the code of behaviour that is considered right or acceptable in a particular society:

      classwar.trotsky - 2012-11-07 14:36

      Here you go lynettevs

  • jaques.brink.9 - 2012-11-06 15:43


  • zebsonm - 2012-11-06 17:42

    Al gore what should be the meaning of all this?remember seeing you in the fore-front for the fight against global warning, after losing the rigged elections to gw bush before heading down south to launch this joke ironcally called wont be a surprise next time we see an advert go something like"the is world over populated,kill someone".the fact that the marriage institution is breaking down as evidenced by high divorce rates doesnt validate this kind of insanity.

  • chris.vanderburgh.5 - 2012-11-06 17:50

    REALLY top tv...REALLY?? Screw you for screwing with the morals of society! At least put a website or helpline at the bottom of the add for children who gets caught in the middle of the lust full pleasures of their unfaithful parents, which you help promote! And for the record, this is not a religious issue. This deals with the core foundation of society, the family.

  • mbulelo.somzana - 2012-11-06 19:13

    Those who want to cheat should not use Top TV advert to justify their filthy behaviour.Married people are adults who themselves decide whether to cheat or not.Top TV continue with your advert.

  • jonathan.els.96 - 2012-11-06 20:26

    What started as a TV company wanting to be at the Top has just sunk to the bottom. With an all time high in the divorce rate, this station has not thought through the implications of its new message to our younger generation. Hope the money AshleyMadison paid for the space will be worth the consequences of an immoral message to our nation.

  • Mandy Casey - 2012-11-06 20:39

    Top TV is morally bankrupt, soon to follow financially bankrupt.

  • fiona.tanzer - 2012-11-08 11:33

    The mind boggles!! I foresee and look forward to the coming day when a huge class action on behalf of concerned spouses and children takes place against AshleyMadison for promoting alienation of affections in the case of marital breakdown, as well as claims for counselling costs to repair a marriage damaged by the adultery they promote, claims for the loss of affected children's right to a stable family, or loss of financial security in the event of marriage breakdown. I hope that a HUGE damages claim is launched that entirely sinks them! And I hope that TopTV is brought in as co-defendent! Come on - any interested lawyers out there?

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