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Protesters forced the closure of hundreds of pharmacies in South Africa after it ran a hair advertisement that many South Africans deemed racist.

The Clicks pharmacy advertisement featured pictures of African hair labeled as "dry and damaged," while an image of Caucasian hair was described as "fine and flat."

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Clicks.co.za

Opposition party Economic Freedom Fighters (EFF) called the adverts "racist" and "dehumanizing."

EFF leader Julius Malema organized protests outside the Clicks stores and called for all Clicks to be closed.

The company has threatened legal action against EFF, but Mr. Malema urged his supporters to be "combat ready" and said EFF wouldn't be "intimidated by threats."

"The implications of this are that black identity exists as inferior to the identity of white people. It is an assertion that white standards of beauty are to be aspired to and features of black represent damage, decay and abnormality," the EFF said in a statement obtained by Yahoo News.

Videos shared on Twitter shows some stores closed while others are guarded by security. In one incident, a bottle filled with a flammable liquid was thrown inside a Clicks store. Another video shows protesters pulling items off shelves in one store.

But demonstrations have been largely peaceful. "We are confronting white arrogance decisively. #clicksmustfall," EFF tweeted on Tuesday.

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