Clicks found itself in the middle of controversy this week after a racist TRESemme advert appeared on its website depicting black natural hair as dry, damaged and frizzy, while white natural hair was depicted as "normal".

Clicks posted an apology on all its social media pages on Friday, but many were not so forgiving, with some calling for a boycott of Clicks stores.

In statements released on Friday and Saturday, the EFF said the portrayal reinforced a racist narrative of the abnormality of blackness as opposed to whiteness.

The party said the transgression by the store went far beyond an advert, adding that it represented a cornerstone of anti-black racism which showed itself through the disparaging of black people.

It issued a number of ultimatums for the retailer, calling for the sacking of those responsible for the advert, among other things.

EWN