The Proudly South African campaign sounds all noble and patriotic, but good intentions don`t change the fact that it is nothing more than privatised protectionism.

"Don`t be too nasty," I was told when I raised the Proudly South African campaign as a possible column topic. It is with only the best of intentions, therefore, that I will suggest what might be startling to some: Proudly South African is a protectionist cartel. And since protectionism leads to higher costs for consumers, hampers growth, and ultimately costs jobs, this is bad.