Bell Pottinger to face regulatory body

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Bell Pottinger.

LONDON - The Gupta family's former PR firm Bell Pottinger will appear before the Public Relations and Communications Association (PRCA) in London on Friday.

The UK company is accused of inflaming racial tensions in South Africa while doing work for the Gupta-owned company, Oakbay.

READ: Atul Gupta denies links to white monopoly capital debacle

The Democratic Alliance (DA) laid a complaint of unethical behaviour with the PRCA and will take part in the hearings.

The firm is accused of running a social media campaign to divert attention away from allegations of state capture, by stirring up anger over white monopoly capital and radical economic transformation. 

READ: Absolute power, absolute disgrace: PR and politics

The company has denied these allegations but did issue an unequivocal apology for "anyone impacted" by the work it did for Oakbay.

The apology was largely rejected by South Africans. 

In a recent interview with the BBC, Atul Gupta denied that the family was behind spearheading the message of white monopoly capital, in order to dodge claims of state capture and corruption.