Super Dads – Karl Muller – the groundbreaking Advertising Standards Authority Ruling

Karl Muller, born in Johannesburg in 1957, his family went into political exile in the Kingdom of Eswatini (Swaziland) in 1962. He went on to be a physics and mathematics lecturer at Witwatersrand University, South Africa. He also worked as an educational research at the University of Western Cape. Then worked as a subeditor and freelance writer in Johannesburg on national newspapers and magazines (including Farmer’s Weekly) until 2010. He then returned to the Kingdom of Eswatini and works now as a freelance scientific editor, specializing in statistical and econometric papers. Phew, a mouth, I mean brain full.

One of his many paramount achievements was the established and precedent ruling set by his complaint to the Advertising Standards Authority (ASA) of South Africa. Upon the scientific and factual evidence, along with independent body reviews, in 2004, the ASA ruled mobile devices are not to be targeted to children under the age of 16, for non-essential purposes.

Listen to this discussion on the history of Karl and the additional supportive evidence to date. Additionally, Karl tells us the nail in the argument that convinced ASA in the end, was his statement with pure conviction and supportive evidence “he would rather see a child with a cigarette in their hand then a cellphone to their head”.


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