Metcalfe Attorneys get their butt kicked over advert

THE Law Society of Namibia will consider lodging a complaint with the Statutory Disciplinary Committee against Metcalfe Attorneys for alleged unprofessional, unethical and untoward conduct.

This came after the recently re-branded law firm placed a newspaper advertisement on Friday showing the backside of woman with a shoe print on one of her buttocks with the words ‘still kicking it’.In a strongly worded statement, the Law Society charges that the advertisement is ‘in breach of the advertising guidelines’ set by the body – aimed at enhancing and protecting ‘the integrity of the legal profession’.The advert has not only sparked a public outcry over alleged bad taste, but some gender activists claim it could promote violence against women.Law Society Director Retha Steinmann said they had ‘considered the advertisement and found it to be in unnecessarily bad taste and therefore in breach of the advertising guidelines set by the rules of the Law Society of Namibia’.Steinman lashed out at the advert, saying the Law Society ‘condemns this degradation of women in the interests of the provision of legal services’. In the statement, she On Friday, Dianne Hubbard of the Legal Assistance Centre (LAC) said advertisements that suggest there is nothing wrong with gender-based violence, ‘disregard the dignity of women’. ‘In a country like Namibia where violence against women is still rife, this portrayal is not appropriate or amusing. Imagine the feelings of a woman who regularly does get kicked upon seeing this advert,’ she said.Sister Namibia called for ‘an immediate public apology from all parties involved and an immediate retraction of the advert’.Its director, Magano Neri, said: ‘This type of adverti-sing is horrifying. Not only is it offensive and degrading to women, it suggests that gender-based violence is okay. It’s certainly not the type of messaging we would expect from a law firm that is tasked with upholding and defending the rights of people.’The controversy also spilled over onto the Internet. On Friday afternoon, former LAC director Norman Tjombe said on his Facebook status update: ‘Sexist advert by law firm in today’s [The] Namibian newspaper. Encouraging violence against women, perpetuating stereotyping women! Bad taste!!!’When approached for comment, Richard Metcalfe responded that the advertisement ‘certainly wasn’t meant as a sexist thing’. ‘We absolutely loathe and abhor violence against women,’ he said.Metcalfe denied that the advertisement, which he said was designed by a woman, was intended to cause controversy.The law firm tore into Sister Namibia allegations in a press release, labelling them as ‘blatantly opportunistic and unfounded’.’It is an affront to our dignity and reputation that the complainant has such a narrow and self-interested perception of the advertisement and we note, with the contempt it richly deserves, that they fabricate an issue to flout their publication.’Three years ago, the law firm also landed in hot water for an ‘fcuk’ advertising campaign, conducted under its previous name. The firm then placed an equally in-your-face newspaper advertisement, showing a sketch of a raised middle finger salute and the words ‘When FCUK you just doesn’t cut it’, to advertise its services.