Advertising Standards Bureau - Review of Operations 2013 | Page 38

of the Code. The Board particularly noted two
scenes in which acts of violence are depicted. In
the first scene an older woman shoves a burger
into a younger woman’s face. In the second scene
the older woman pushes a girl off a chair and,
although she is not seen to hit the floor, the sound
of breaking glass is heard. The majority of the
Board considered that these scenes depicting a
woman committing a violent act against another
woman is not considered humorous or acceptable
and the advertisement breached Section 2.3 of
the Code.

Imagery attractive to children
Advertisements with the potential of causing
alarm and distress to children have been
considered by the Board in 2013. Cartoon images
in an advertisement by Metro Trains (0245/13)
attracted complaints due to the fascination
children may have to this style of advertisement.
The Board determined in this instance that the
image might be frightening to some children
but considered that it was a very unrealistic
image and the text referred to situations that
were improbable and unlikely to be understood
by children.

Sex, sexuality and nudity
(Section 2.4, AANA Code of
Ethics)
The use of sex, sexuality and nudity in advertising
generally attracts the most complaints compared
to any other section of the Code. In 2013, the
issue of sex, sexuality and nudity was the most
dominant issue raised by complainants attracting
23.2 per cent of the complaints.
The Board considers the relevant audience with
Section 2.4 and particularly distinguishing
between acceptability of content within public
domains which children may be exposed to
(such as billboards) as opposed to other forms
of media which may be more restrictive, such as
internet sites and TV advertisements with timing
restrictions. In considering cases under Section
2.4, the Board will also consider the relevance
the sex, sexuality or nudity has on the product or
service being promoted. In general, using these
themes to promote sex shops or lingerie products
will be more understandable as the imagery relates
to what is sold. This section of the Code also
requires the Board to be informed by the media
placement plan and audience measurement data.

A toy doll TV advertisement (Mattel – 0157/13)
was also considered under Section 2.3 which
depicted dolls in ghoulish fash