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A television advertisement which featured a computer generated image of a chimpanzee parachuting from a plane while getting a quote for car insurance ( Bingle Insurance – 0020 / 15 ).
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A television advertisement in which a man mentions accidently laminating a cat ( Wallet Wizard – 0181 / 15 ).
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A television advertisement which
Bullying
featured animated family characters in the shape of the letter ‘ i ’ with floating heads and no necks , including a scene in which family members briefly use the dog ’ s head as a ball ( IMB Bank – 0460 / 15 ).
The Board upheld a complaint against one advertisement for physical bullying . The Board ’ s view was :
• Any depictions or threat of violence towards a person will be seen as bullying and a breach of the Code , especially if the person on the receiving end of the actions reacts in a hurt or negative manner .
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A television advertisement which featured a woman interacting with her injured partner , including roughly removing a fork from his mouth and throwing a tea-towel at his face ( Intrustsuper - 0356 / 15 ).
Sex and violence
There is often a high level of concern about the depiction of violence in advertisements which also have sexual themes , this includes depictions of people with handcuffs , whips or chains . The Board dismissed a number of complaints under this provision , the Board ’ s view was :
• Advertisements which suggest someone is handcuffed are not considered as promoting sexual violence if the hands are not visible and it is not clear if they are bound or not .
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Two advertisements for the movie 50 Shades of Grey , with both advertisements raising concerns about the suggestion of a woman ’ s hands being tied above her head ( Universal Pictures – 0048 / 15 and 0049 / 15 ).
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• Advertisements which show someone in handcuffs are not considered to be suggestive of sexual violence where the person is depicted as confident and happy , and there is no suggestion that they are being forced to wear the handcuffs .
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A window poster advertisement which featured a woman wearing black leather style lingerie and similarly styled handcuffs on her wrists ( Honey Birdette – 0052 / 15 ) – upheld under Section 2.4 .
Depictions of pain
Advertisers should take care or reconsider using violence in advertisements if violence is not directly related to their product or service . Often if a violent act is directed at a person , a positive or a negative reaction to the violent act can influence the Board ’ s decision .
The Board upheld two advertisements in this area in 2015 . The Board ’ s view was :
• Where physical violence is shown in an advertisement and the person on the receiving end of the violence reacts in a negative way , such as sadness or silence , this amounts to a depiction that was violent and that the violence was not justifiable .
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A television advertisement for a pest control service , which featured a cartoon of a man slapping his employee who forgot the spray ( Northern Rock Pest Control – 0091 / 15 ).
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An internet advertisement which featured a man slapping another man across the face in the context of singing a song about what makes people happy ( Amaysim Australia PtyLtd – 0123 / 15 ).
Suggestions of violence
The Board dismissed a number of complaints about advertising that suggested , rather than depicted , violence . The Board ’ s view was :
• Where there is no actual image of violence , advertising with suggestions of violence are unlikely to breach the Code .
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A television advertisement for a legal firm which showed a saw approaching a hand , and then cuts to an x-ray of a hand missing fingers ( Blumers – 0127 / 15 ).
• While there is genuine community concern about violence and kidnapping , advertising which makes far-fetched and ridiculous comments about these issues , which would not be taken seriously by most members of the community , while in poor taste , are not acts of violence and are not menacing or graphic .
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An online advertisement for a van hire company which featured a drawing of a cross section of a van with labelling around the vehicle pointing out various features of the van in a humorous manner . The labels include references to large storage boxes that are suitable for hiding victims and drugs , and tyres for running over people ( Wicked Campers – 0174 / 15 ).
Other violence
The Board considered a number of other issues which raised concerns about violence . The Board ’ s view was :
• Advertising which shows people acting in a humorous , light-hearted manner are not
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advertisement in this area , its view was :
-- A billboard which showed a woman being
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• Advertising which depicts a light-hearted
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( Aust ) Pty Ltd – 0212 / 15 ). interpret as horseplay rather than violence ,
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such as a light kick or push , where the |
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A television advertisement showing
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magician sawing a
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A television advertisement which featured a woman lightly kicking a man after he has drunk milk straight from the carton |
Insurance – 0227 / 15 ).
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