Johannesburg – The Economic Freedom Fighters have joined the long list of political and civil organisations in rejecting the apology from former Gupta public relations firm Bell Pottinger.

“The EFF rejects the Bell Pottinger apology and notes it as insincere as it makes no means to address the damage done,” the party said in a statement on Friday.

Bell Pottinger Chief Executive James Henderson on Thursday apologised for the work the company did for the Gupta family and Oakbay Investments.

Affected many good causes

The EFF went on to say the British-based company’s apology was disingenuous because “they have made money out of destroying people’s reputation.

“They made monies they do not plan on paying back even as reparations to the affected persons and entities. Bell Pottinger has been driving fake news campaigns that affected many good causes negatively, as well as the EFF”.

Also read: Bell Pottinger must be held accountable – SACP

The EFF said that Bell Pottinger exploited racial tensions in the name of diverting public focus on the Gupta family.

“This apology is not only a mockery to a genuine struggle of emancipation but it also undermines the damage destroying reputations has done to families and the entire country”.

The EFF further called on the National Prosecuting Authority to “take decisive legal action against Bell Pottinger.

“The legal action must be nothing short of subsequently banning Bell Pottinger from the country. The banning of Bell Pottinger will send a strong message to all who undermine the gift of democracy and free speech which came at the cost of life itself”.

The party also called for the Gupta family to leave SA.

“Not only have they looted our coffers, they have done so whilst using a propaganda campaign relying on unethical means. They have rendered our public discourse toxic with fake news. They do not deserve to be in our midst; they must pack up and go back wherever it is they came from”.