Advertising Standards Bureau Review of Operations 2014 - Page 47

In upholding complaints about an advertisement depicting a man lying, face down on an illuminated sun bed (True Value Solar – 0432/14) the Board noted significant community debate and concern regarding sun beds and the dangerous side-effects associated with them. In coming to its view, the Board noted the advertiser’s response that the advertisement depicted a collagen bed which does not emit UV rays, but was of the overall view the audience would not know this and that the depiction of a popular football coach using what appears to be a sun-tanning bed was a depiction which normalises, and could encourage, the use of a sun bed. Protective gear Bicycle helmets are a safety requirement and as such an advertisement depicting an image of a female cyclist using a bicycle without wearing a helmet was upheld (Unilever Australasia – 0126/14). Advertisers were warned to ensure they make home renovators aware of the dangers of not using appropriate protective gear (Knauf Insulation Ltd – 0256/14). Complaints about this advertisement were upheld as it showed people installing insulation wearing gloves but no other protective clothing. Advertisements about the way tools are used by tradespeople included concerns about a handyman shown using just one hand to hold a power saw while his other hand holds the piece of wood he cuts (Worx – 0388/14). While not an ideal depiction, the Board cleared the advertisement as it considered the handyman appeared to be experienced and his technical ability was in keeping with someone who was confident and competent in construction and the use of power tools. Advertisements which used the sound of a siren (Wholesale Paint Group – 0159/14 and World Mark Motor One – 0160/14). In both cases the Board view was that although the sound of a siren may draw the attention of the audience the use of the siren was clearly not realistic and the advertisement did not depict any material contrary to Prevailing Community Standards on health and safety. The hygiene issue of having a bath with a dog was considered in one case (AAMI – 0397/14). The Board view was similar to a previously considered advertisement from the same advertiser where human members of a family shared the same bath water (0338/14). Its view was that the man’s reaction to the situation emphasised it was not a good idea to share a bath with your pet dog. The issues of negative body image and eating disorders were raised in concerns about an advertisement for a laxative (Mentholatum Australasia Pty Ltd – 0387/14) in which a woman holds a laxette in her hand and the text reads “treat for your tummy”. The Board considered that the woman in the advertisement did not appear excessively thin or appear to look unhealthy. The Board took the reference to the product as being for a person experiencing an upset or “unhappy” tummy and was of the view that most members of the community would understand that it was an advertisement promoting a product that is designed to treat a specific health condition and not suggesting that laxatives should be consumed as a treat. Other health and safety issues Section 2.6 of the Code encompasses a diverse range of issues which raise community concern over materials contrary to prevailing standards of health and safety. Other Section 2.6 issues considered and dismissed by the Board include: Review of Operations 2014 45