Men
In 2015 the Board considered a number of advertisements under Section 2.2 involving the depiction of men . Complaints regarding discrimination or vilification of men are also captured under Section 2.1 of the Code and the use of sex , sexuality and nudity is considered under Section 2.4 .
The Board dismissed complaints in this area , and was of the view that :
• Females admiring or commenting on the attractiveness of males is not exploitative or degrading of the male , if they are depicted as confident and enjoying the attention .
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A television advertisement depicted a topless man wearing an apron cooking while two female voice-overs make appreciative comments , supposedly about the food ( Nestle – 0210 / 15 and 0242 / 15 ).
• Advertising which shows attractive men shirtless or naked - so long as they are not depicted in an overly sexualised manner and their genitals are covered – may be exploitative but where the men are shown in a positive manner , it is not degrading .
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An advertisement on both social media and as a store window poster which depicted a naked man holding a large soap in the shape of a hemp leaf in front of his genitals . The accompanying text read ‘ get your hands on the good stuff ’ ( The Body Shop – 0214 / 15 and 0217 / 15 ).
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Internet advertisement which showed an attractive man by a pool lifting weights ( Vitaco – 0419 / 15 ).
Women
Upheld complaints
In 2015 the Board found three advertisements in breach of Section 2.2 of the Code for the use of sexual appeal in a manner which is exploitative and degrading to women . The Board ’ s view was :
• Images of naked women or women in lingerie , in sexualised poses , which have no relevance to the product or service being promoted , are exploitative and degrading .
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A transport advertisement for a concreting business which depicted an illustrated naked woman wearing nothing other than knee high , bright pink , high‐heeled boots ( Willycrete – 0316 / 15 ).
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An internet advertisement for motorcycle parts which featured a motorbike and a woman in black lingerie and high heels . A large speech balloon reads ‘ we dispatch stock within 48 hours ’ ( Metropolitan Motorcycle Spares – 0425 / 15 ).
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A print advertisement which featured an image of two women in lingerie lying horizontally with one woman on top of the other ( Metropolitan Motorcycle Spares – 0424 / 15 ).
Relevance to product
Advertisers should use caution depicting sexualised or nude images when there is no direct relevance to the product . Most advertisements considered under Section 2.2 of the Code are also considered under Section 2.4 , and while an advertisement may not breach one of the sections it may breach the other .
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A transport advertisement which showed The Board ’ s view was :
CODES a woman posing and pretending to pinch
• When a woman is depicted in swimwear or
CONSUMERS the bottom of a man standing behind her underwear , and it is directly relevant to the
SOCIAL MEDIA( Vitaco – 0442 / 15 ). product being sold , it is not degrading so long
INDEPENDENT GOVERNMENT ACCOUNTABILITY as the woman is depicted in a positive light
INDUSTRY TRAINING and her pose is not overly sexualised .
TRANSPORT BRIDGING --
A television advertisement for boat LIAISING INTEGRITY CINEMA trailers which used a close-up of a woman STANDARDSPEOPLE in a bikini to attract attention to the
CONSUMERS ADAPTABLE EDUCATORS SOCIAL MEDIA COOPERATING BILLBOARDS ASSOCIATING advertisement ( Barracuda Boat Trailers –
DETERMINATION TRANSPORT EDUCATORS CODES 0022 / 15 ). UNITING REPORTS CONSUMERS COMMUNICATING ACCOUNTABILITY RESEARCH INTERNET RELIABLE SELF-REGULATE Review of RESPONSIVE
Operations 2015 MEMBERS TELEVISION MERGING BILLBOARDSTRANSPARENCY
RADIO COMPLAINT PARTNERING
ADVERTISERSPOSTERS COMMUNITY DETERMINATION OUTDOOR
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A television advertisement which featured a female presenter promoting care of tattoos , and compares looking after tattoos to looking after paintwork on a car ( Pharmacare Laboratories – 0068 / 15 ).
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A large banner which featured a cartoon image of a woman in a bikini , tool belt , work boots and hat with a speech bubble reading , ‘ We ’ ll get it up for you !’. The text next to the woman reads , ‘ VIAGRA Scaffolding Services ’ ( Virtual Scaffolding – 0399 / 15 ).
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An outdoor advertisement for a health food bar , which showed a woman in a bikini bottom covering her breasts with her arm and the text ‘ no naughty bits ’ ( Vitaco – 0441 / 15 ).
• It is reasonable to depict attractive models in costumes associated with brands or products being sold , and while it may be exploitative to use women in this way , when they are portrayed in a positive light it is not considered degrading .
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A social media advertisement which depicted two women dressed in branded outfits with the product being sold and the text ‘ two is always better than one ’ ( Monster Beverage Corporation – 0084 / 15 ).
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A number of advertisements for a Munich-style restaurant , including promotions for Octoberfest which generally depicted women in traditional German costumes with low-cut tops and steins of beer ( Urban Purveyor Group – 0142 / 15 , 0182 / 15 , 0183 / 15 , 0184 / 15 , 0185 / 15 , 0238 / 15 , 0239 / 15 , 0275 / 15 , 0276 / 15 , 0359 / 15 , 0360 / 15 , 0388 / 15 , 0405 / 15 and 0420 / 15 ).
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A cinema advertisement which depicted two women wearing rubber entering a tyre store with the accompanying tagline ‘ we ’ re into rubber ’ ( Ultratune – 0155 / 15 ).
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A television advertisement for a computer game , which features a female character in a revealing costume providing guidance to a group of men on how they can succeed in the game ( 0221 / 15 – Machine Zone ).
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