CAIRO, Nov 2 (Aswat Masriya) - Tensions escalated between the Consumer Protection Agency (CPA) and Al-Ahram Beverages, after its subsidiary Birell released an advertisement deemed insulting to the Armed Forces.

The CPA refused reconciliation with the company in its meeting this week, an official at CPA told Aswat Masriya on Wednesday. 

The official explained that the council is not obliged to accept all reconciliation requests and that it evaluates the kind of violation committed and decides the penalty accordingly. 

The CPA referred Birell to the prosecution for its advertisement that shows a person holding an exemption certificate from the military service. The tag line reads, “the dream and indescribable happiness for everyone of us.” 

According to the CPA, the advertising violates “societal values” and directly insults one of the state institutions and allows people to flee the responsibility of protecting their land. 

The CPA banned the advertisement directly after it was posted on social media and Birell agreed to remove it. 

The official said that Birell sent an official written apology to the agency one day after the advertisement was posted online, saying that they did not mean to harm the military or insult those in military service.

CPA chief Mostafa Yaaqoub said in a statement on Monday that despite Birell's official apology, the company committed a violation to the consumer protection law. 

"This is a clear message that there is no tolerance to any company or entity that deliberately violates the law,” he added. 

The advertisement allegedly violates articles 1, 2, 6, 24 of the consumer protection law number 67/2006 which tackles the right of respecting the consumer’s dignity, customs, traditions, and religious beliefs. 

This is not the first Birrell advertisement to stir public opinion. The company is notorious for controversial advertisements including its longstanding campaign "Man up," criticised for promoting sexist values.