A Kerala hospital has apologised for using a photograph of American actor Morgan Freeman in a skin treatment advertisement. When photographs of their ad started circulating on social media, the Vadakara cooperative hospital came under fire. The hospital used a portrait of the 84-year-old actor to offer many procedures, including the removal of skin tags, warts, milia, and more, according to photos of the now-removed poster.
Social media users slammed the hospital for running an advert with racist undertones. “Sir Morgan Freeman, your picture is used as a poster at a dermatology department advt board in hospital in Kerala, India,” wrote one Twitter user. “Using your picture as sample, they are claiming to make everyone free from dark tan, wrinkles, pigments….”
Film critic GP Ramachandran wrote: “Vadakara ‘Co-operative’ Hospital is a disgrace and an insult to the great co-operative sector in Kerala.”
Meanwhile, Sree Parvathy, an author, went on to list Morgan Freeman’s impressive and extensive filmography in a bid to introduce the Oscar-winning actor. “Those who lifted the picture of Morgan from the internet failed to identify the Oscar winning actor and went by his skin colour, the rashes on his face and his African-American heritage,” she wrote.
After facing severe backlash for the advertisement, the Vadakara cooperative hospital apologised and pulled down their poster.
“The picture was taken from the internet and the board displayed near the casualty on January 26 (Wednesday). When we came to know about the gaffe, it was removed on Saturday,” T Sunil, the marketing manager of the hospital, told The New Indian Express. “The hospital has issue an apology on its Facebook page. There was no intention to defame the great actor,” he added.
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