Lazada backlash puts spotlight on digital ads

Media and digital pundits have urged agencies and brands to be cautious about their online communications and advertisements involving sensitive issues, as they can backfire and jeopardise their images.

The call comes amid a series of communication missteps by brands, including a fresh backlash against e-commerce platform Lazada, which commissioned an online ad from an influencer that was criticised for mocking the disabled.

The controversial ad promoted Lazada’s 5.5 shopping festival campaign. Intersect Design Factory, a media agency, was assigned to coordinate the production of video clips to promote the event through social media and influencers.

A renowned transgender influencer known as Nara Crepe Katoey was contacted by Intersect to perform in the ad, which was shown on…