AD|Watch update – March 2020
In every Inspire, AANA brings you rulings from the Ad Standards Community Panel to see the AANA Codes in Action – what’s in breach, what’s not – and why. In this edition of Adwatch we look at three complaints cases highlighting concerns raised about the use of sex, sexuality and nudity in ads and issues of ads featuring exploitative or degrading depictions.
Read more in the Code of Ethics Practice Note.
Coolmic anime app
Issue: Code of Ethics – sex, sexuality and nudity
Result: IN BREACH
This cartoon comic style app ad appeared as a display ad online. The complainant stated the ad was a depiction of child exploitation.
The Panel noted the advertiser’s response that the main character, the young girl, triumphs over adversity in the cartoon story. The Panel noted however that its role is to consider the content of the ad as it appears in media and not the overall storyline of the comic that is being advertised, as that is not available for viewers when viewing the ad in isolation.
The Panel noted that the ad is in a cartoon/comic form and the girl and the man are depicted in this stylised comic art style. The Panel considered that the girl in the advertisement appears to be in her early teens and the reference to “my stepfather is…” implies that the girl is a minor. The Panel considered that the text of “Good girl…you finally opened up” in conjunction with the image of the girl’s head bent towards his lower body, and the imagery depicting him sweating and panting, was a depiction of material that was strongly sexually suggestive and therefore inappropriate to the relevant audience.
Read the report.
RaffleTix
Issue: Code of Ethics – Exploitative or Degrading; Health & Safety
Result: IN BREACH
This Facebook ad features a woman in white underpants and a white crop-top leaning against a grey Mustang with accompanying text: “Ever wanted your very own 1968 Mustang?”
The complainant’s concerns were that the ad was sexualised and exploitative advertising of a product that supposedly supported children and the community. The Panel considered that there is no connection between a woman in underwear and the vehicle, other than an outdated and stereotypical trope of naked women and cars in calendars and posters. The depiction of the woman in the ad is not specifically relevant to the product being sold and therefore her depiction in lingerie with a lot of flesh visible was gratuitous. The Panel considered that the woman’s suggested nudity did constitute a focus on her body parts which was not directly relevant to the product or service being advertised. Overall the Panel determined that the ad employed sexual appeal in a manner which is exploitative of an individual.
Read the report.
Australian Pork
Video: https://youtu.be/dj3U5GwFqLg
Issue: Code of Ethics – sex, sexuality and nudity
Result: NOT IN BREACH
This TV ad follows a couple on a bus discussing doing something, suggesting a quickie, that they could do it that night, on the deck, and suggest inviting the neighbours. The couple get stares from other passengers. The ad then switches to a BBQ scene showing the couple cooking pork on the BBQ with their neighbours. Complaints included the ad was extremely suggestive with sexual connotations in regard to a couple having pork for dinner.
The Panel considered that some members of the community may consider the sexual innuendo in the ad to be sexualised. The ad creates a level of sexual innuendo by talking about a “quickie” and in the way the other passengers on the bus look at the couple speaking. The Panel considered that the ad uses a relatable misunderstanding to create a light-hearted, humorous scene and noted that the couple appear oblivious to the sexual connotations of their conversation. The ad finishes revealing it is an ad for pork and shows the couple from the bus barbequing on the deck with other people.
The Panel considered that the slight sexual innuendo is unlikely to be understood by children but acknowledged that some members of the community would prefer that this type of sexual innuendo not be used on television where children can hear it. The Panel considered that the actual content of the ad is not sexually explicit and did treat the issue of sex, sexuality and nudity with sensitivity to the relevant broad audience which would include children.
Read the report.
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