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Eswatini Association of Journalists blasts Cuddle Puddle boss Horst Sayler for threatening Swazi Observer journalist Bongiwe Dlamini, to take legal action if he refuses to withdraw threats and apologize.

Wednesday, 3rd September, 2025

MBABANE:The Eswatini National Association of Journalists(ENAJ) has released a statement, condemning Cuddle Puddle Director Horst Sayler for thretening Bongiwe Dlamini, a journalist of the Eswatini Observer.

This comes after Dlamini reported a story about a three(3) year-old who drowned and died at Cuddle Puddle-Ezulwini on Sunday, the journalist contacted Horst Sayler for a comment as per the ethics of journalism who instead of clarifying the matter, warned her not to dare publish the story and after the publication of the article, the Director threatened the journalist during a subsequent interview with this publication.

“The threats are reported to have emanated from a story published in the Eswatini Observer on Tuesday, regarding the tragic drowning of a three-year-old child at the Cuddle Puddle on Sunday. Disturbingly, the threats against Miss Dlamini are alleged to have been made by Cuddle Puddle Director, Mr. Horst Sayler, in a telephonic interview with Swaziland News Editor, Mr. Zweli Martin Dlamini. The telephonic conversation, which has since been published by Swaziland News, carries the direct threats made by Mr. Sayler against Miss Dlamini. ESNAJ wishes to state categorically that a threat against one journalist is a threat against the entire profession. Such conduct not only undermines the safety and dignity of the journalist but also constitutes a direct attack on press freedom, a cornerstone of democracy and accountability. We commend Editor Zweli Martin Dlamini for standing firm in defense of press freedom and for ensuring that the public was made aware of this unacceptable conduct. ESNAJ demands an immediate and public apology from Mr. Horst Sayler to Miss Dlamini, the Eswatini Observer, and the journalism fraternity at large. Failure to do so will compel ESNAJ to pursue further action, including engaging the relevant legal and institutional channels to ensure that threats against journalists are not tolerated in our society,” reads the statement in part released by the ENAJ Executive Committee on Wednesday. 

On another note, the Association of Journalists warned against threats directed to journalists, this was after Horst Sayler threatened that journalist Bongiwe Dlamini will regret the day she was born for writing the story.

“Let it be known that threatening one journalist is threatening us all.ESNAJ will not stand idle in the face of intimidation. We will continue to defend our members and safeguard press freedom in the Kingdom of Eswatini,” ENAJ said through the statement.

In eSwatini independent journalists and those working for State owned media entities are sometimes threatened even by powerful businesspeople merely reporting news.

Eswatini Association of Journalists blasts Cuddle Puddle boss Horst Sayler for threatening Swazi Observer journalist Bongiwe Dlamini, to take legal action if he refuses to withdraw threats and apologize.
Swazi Observer journalist Bongiwe Dlamini.