Advertising Standards Bureau Review of Operations 2014 - Page 41

highly sexualised. As avant cards are distributed widely throughout cafes, restaurants and other venues this card was found to not treat the issue of sex, sexuality and nudity with sensitivity to the relevant audience. An internet promotion of a movie (Universal Pictures – 0174/14) featured scenes from the movie where a woman flashes her genitals at a man (hidden from view of the audience) and a man uses shadow puppetry to imply he is receiving oral sex. The advertisement could not be skipped or fast forwarded and was placed prior to a program which was of appeal to families including children. In the Board’s view the explicit nature of the scenes along with its placement did not treat the issue of sex, sexuality and nudity with sensitivity to the relevant audience. In the Board’s view images featuring women and men in highly sexualised poses (Vibes Adult Shop - 0468/14) were not appropriate for display in a window where a broad audience including children could see them. The images included: a woman wearing a black basque and matching briefs, posing with her legs apart; a man standing between the legs of a lingerie clad woman who was hanging from a swing with her knees around his waist and her head leaning back to the floor; and a woman’s legs raised in front of her so that her genital region was pointed at the camera. Mildly suggestive acts or themes dismissed under Section 2.4 in 2014 include a woman taking off multiple layers of t-shirts (Energiser Australia Pty Ltd – 0194/14), a well-known singer dancing with very scant clothing (Dainty Group – 0242/14), a couple who get intimate on a kitchen bench (San Remo -0118/14), two older people kissing on a bus (Amaysim Australia Pty Ltd – 0382/14), and a woman singing about her cha cha (Hair Free Centre – 0383/14). Sexualisation of children The Board and the community continue to hold strong concerns over any imagery in advertising which may exploit or sexualise children. All complaints concerning the sexualisation of children are taken seriously and considered carefully by the Board. Review of Operations 2014 In 2013, research into community perceptions of exploitative and degrading advertising explored the use of children in advertising. This research found that it was unacceptable to use children in advertising for adult products such as sex products, drugs or alcohol, or when the product advertised was not related to children or to family use. The use of children in advertising was considered acceptable if the product was relevant to the child, when children were undertaking childlike activities, and when parents have consented to using their children in the advertisements. In 2014, one of many images featured in an internet advertisement (Witchery – 136/14) was found in breach of Section 2.4 for presenting material contrary to community standards on sex, sexuality and nudity with respect to children. In the image of concern the girl wore a short skirt and had her legs apart, which the Board viewed as a pose that was more adult than child-like, noting that the camera angle highlighted the shortness of her skirt. The Board view was that the image amounted to a depiction of a child which is sexualised and is therefore not appropriate. was of the view that interpretation of the phrase ‘easy to use’ as being a reference to using the child was an interpretation unlikely to be shared by the broad community. Images of children and teenagers modelling clothing were considered in advertisements for Target (0084/14 and 0181/14), Pacific Brands Holdings Pty Ltd (0304/14 and 0401/14) and Myer/Grace Bros (0236/14). Complaints received concerned the sexualisation of children with particular note of the poses, clothing choice and make-up worn by children. The Board determined images used were not sexualised or inappropriate, but noted that advertisers should take care when using images of children in advertising. In these cases the Board view was that poses used were typical of the types of positions that children carry out themselves when asked to pose for a photo and were in line with the types of images used in catalogues and not depictions which most reasonable members of the community would find sexualised. The use of younger-looking women in advertising can raise community concern in relation to inappropriate sexual behaviour. In this regard the Board accepts that there is a genuine community concern about inappropriate behaviour of a sexual nature including grooming and sex offences. This issue was raised by complainants about an internet advertisement featuring a young woman at home listening to a phone call from a male (Chloe Perfume - 0265/14) in which she is depicted as excited and happy to hear the voice of the man on the phone. In the Board’s view the woman in this advertisement was young looking but definitely depicted as a young woman and not a child, and although mildly sexualised the advertisement treated the issue of sex, sexuality and nudity with sensitivity to the relevant broad audience which could include children. In an advertisement featuring a photograph of a young girl lying in a hammock and smiling at a camera with text reading, ‘I am easy to use’ (Nikon - 0415/14) the Board noted that the girl was appropriately dressed and was of the view that her pose was not sexualised. Noting other descriptive text such as ‘Learn as you shoot…’ and the inclusion of an image of a camera the Board 39