Ad showing black boy being fed like dog faces no action - CNN.com

Ad showing black boy being fed like dog faces no action - CNN.com: (CNN) -- A television commercial that prompted complaints for its portrayal of a white woman feeding a young black boy like a dog will not be formally investigated, South Africa's advertising watchdog has ruled.

The Advertising Standards Authority (ASA) says it is satisfied the actions of the organization behind the advert, Feed a Child -- which has withdrawn the commercial and published a formal apology -- address complainants' concerns.

The first scene from the advertisement shows the woman watching television with the boy lying across her lap. She strokes him like a pet and feeds him popcorn with her fingers.

It then portrays the boy bringing her a newspaper as she eats breakfast in bed. She rewards him with a morsel of food.

Icing a cake, she lets him lick her fingers and later passes him crumbs as she eats the cake.