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A television advertisement for hair products which featured a brief scene of two men kissing ( Unilever Australasia – 0026 / 15 ).
• The term ‘ straight up ’ in conjunction with imagery of a same-sex couple is not of itself discriminatory on the basis of sexual preference .
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A billboard advertising a scrap yard which featured two men wearing cowboy hats and a mountain range and the text , ‘ Our service is straight up Brokescrap Mountain ’ ( St . George Scrap Metal – 0058 / 15 ).
• Light-hearted humour in situations involving male closeness is not homophobic and does not amount to a derogatory sentiment toward homosexual men .
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A television advertisement where two women place two sleeping men in an embrace on the lounge and the women sit on the floor ( Mars Confectionery – 0088 / 15 ).
Discrimination on the ground of physical characteristics
Discrimination on the ground of physical characteristics can include aspects such as height , weight , hair colour and perceived attractiveness . No complaints were upheld under this provision in 2015 .
The Board dismissed a number of complaints about advertisements in this area , and was of the view that :
• Showing images of healthy , fit people in relation to weight-loss and dieting products does not amount to discrimination or vilification of people who are overweight or unhealthy .
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A television advertisement relating to weight loss which showed before and after images and testimonials ( Pharmabrands Labs – 0025 / 15 ).
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A television advertisement for a meal delivery service which featured a testimonial from a woman about her weight-loss journey and states , ‘ If you ’ re
ACCOUNTABILITY STANDARDS INTERNET RELIABLE GOVERNMENT UNITING REPORTS CONSUMERS COMMUNICATING ACCESSIBLE LIAISING
DETERMINATIONTRANSPORT EDUCATORS TRANSPARENCY COMMUNICATING healthy and happy you ’ re a much better mother and worker ( Mitchell ’ s Quality Foods – 0265 / 15 ).
• Advertising which uses overweight actors in humorous situations , does not amount to discrimination if their weight isn ’ t highlighted or isn ’ t an integral part of the advertisement .
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A television advertisement which depicted a woman in a neck-brace unable to look away as an overweight man in his underwear bends over in front of her ( AAMI – 0031 / 15 and 0032 / 15 ).
Discrimination on the ground of lifestyle choices
The Board upheld one advertisement in 2015 under this provision . The Board was of the view that :
• It is discriminatory to present people who have not yet had sexual intercourse in a negative manner .
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An advertisement on the side of a van which included the words ‘ virginity is curable ’ ( Wicked Campers – 0003 / 15 ).
Discrimination on the ground of occupation
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The Board considered one advertisement under this provision in 2015 . The Board dismissed the complaint and was of the view that :
• Generalised statements about a particular
LIAISING COMPLAINT DETERMINATION CONSOLIDATING
ACCOUNTABILITY COMMUNITY EDUCATING SELF-REGULATE industry , that are light-hearted and not the focus of the advertisement , do not constitute discrimination .
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A radio advertisement which highlighted that a car dealership provides a female friendly purchase experience for
MERGING COMMUNICATING SOCIAL MEDIA
TELEVISION COOPERATING ACCOUNTABILITY customers , and included a description
STANDARDS ADVERTISERS BILLBOARDS of car salesmen as ‘ chauvinistic baboons ’ ( Berwick Chrysler Jeep – 0290 / 15 ).
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Exploitative & degrading ( Section 2.2 , AANA Code of Ethics )
Section 2.2 of the Code states :
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Advertising or marketing communications should not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people .
This Section takes into account the depiction of children , men and women in advertising and requires that the advertisement use sexual appeal in a manner that is both exploitative and degrading in order to be in breach of the Code . Common complaints under Section 2.2 of the Code focus on use of women ’ s bodies and use of women as sexual objects , and concerns about relevance images may have to the product or service advertised .
Since the introduction of the exploitative and degrading Code Section in 2012 , complaint percentages have ranged from 13.98 per cent in 2012 to a low in 2015 of 4.6 per cent .
Children
The AANA Code of Ethics Practice Note provides the following additional guidelines for advertisers regarding exploitative and degrading content concerning children :
In advertisements where images of children are used , sexual appeal is not acceptable and will always be regarded as exploitative and degrading .
In 2015 only one advertisement was considered by the Board which raised issues of exploitative and degrading images of children . The Board ’ s view was :
• Advertising which depicts children in swimwear , in an appropriate context , where the clothing and pose of the child is not sexualised and there is no undue focus on their body is not exploitative and degrading .
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A television advertisement featured a brief scene showing a family playing in a stream , which included a young girl in a swimsuit ( Toyota Motor Corp Aust Ltd –
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0188 / 15 ).
30 Advertising Standards Bureau