Clicks has won an interim interdict against the Economic Freedom Front (EFF), preventing the party from affecting the retailer’s employees and operating hours.

The EFF has been ordered to stop intimidating Clicks employees and customers, and to stop inciting violence against Clicks operators, reports EWN.

Click’s use of imagery with regards to black women’s natural hair spurred mass social media backlash. In the now deleted images on their website, black models with natural textured hair were used to show off ‘dry and damaged’ or ‘frizzy and dull’, hair while white models with straight, blonde hair were used as the faces of ‘fine and flat’ or ‘normal’ hair.

On Sunday, September 6 the EFF issued demands that Clicks release the names of all companies, Clicks managers, directors and employees involved in making the advertisement and dismiss them with immediate effect. They threatened to shut down all Clicks stores until demands were met. 

On Monday, September 7 EFF supporters blockaded Clicks outlets across the country. A Clicks store in Witbank was allegedly petrol bombed and another in Alberton was set alight.

About 15 to 20 EFF supporters entered the Waterfront store and forced management to close the doors. They were shortly thereafter removed from the store, and they continued their protest outside the doors, while shoppers watched.

The South African Human Rights Commission (SAHRC) has launched an investigation into Clicks and the controversial advertisement.

“The commission has further written a letter to and called for a meeting with Clicks, for the retail store to explain itself concerning the content of the advert,” said the SAHRC.

“The commission remains committed to understanding measures taken by Clicks to guard against such adverts in the future and other accountability and sensitivity measures the company intends to take going forward,” it said.

Picture: Twitter

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