CONVENIENCE store chain Alfamart said it will pursue legal action against a content creator who was seen lying inside one of its ice freezers in a video circulating on social media.
In a statement, the company condemned what it called the “unauthorized and harmful use” of store equipment, and confirmed it has launched a thorough investigation into the incident.
“We are compelled to pursue legal action against those responsible for the improper use of our store equipment,” Alfamart said. “This also extends to any other individuals who may imitate or adopt similar behavior, as it is crucial for us to protect our brand and reputation.”
The company said it immediately removed all affected ice products, thoroughly cleaned and sanitized the freezer, and replaced the inventory.
“We uphold the highest standards of hygiene and safety in our stores, and we took swift action to ensure the safety of our customers,” it added.
The incident is the latest in a string of social media stunts involving retail and food establishments, raising concerns over public safety and store security.