• While fire safety is a serious concern , showing a fire contained within a barbecue in an advertisement which is humorous did not encourage or condone unsafe behaviour with regard to fire safety .
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A television advertisement which depicted a man drinking a beer and using a barbecue which catches fire and the man briefly considers using his beer to put it out , but decides to let it burn ( Lion – 0469 / 15 ).
Protective gear
Advertising which shows people engaging in activities which require safety equipment , must be depicted using that safety equipment in advertising . The Board upheld two advertisements in 2015 for not meeting this requirement . The Board ’ s view was :
• Bicycle helmets are a safety requirement when riding a bicycle and as such advertising showing people riding bicycles in public without helmets will breach Section 2.6 .
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A television advertisement depicting an image of two cyclists on bicycles without helmets ( Fernwood Fitness Centres Aust Pty Ltd – 0011 / 15 ).
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An internet advertisiment featuring a video of a young man riding a bicycle without a helmet ( Strictly BMX – 0483 / 15 ).
The Board often recieves complaints about some activities where safety equipment or practices are advised , but not required . In these cases the Board will often dismiss the complaints as the activities shown are not contrary to prevailing community standards . The Board ’ s view was :
• While there is a general consensus in the community that wearing appropriate safety gear including helmets is preferable when using a skateboard , there are no rules regarding the use of helmets except in South Australia . Given the lack of rules regarding the use of helmets while skateboarding the Board was of the view that advertising which depicts a skateboard being used in a controlled manner does not encourage or condone unsafe behaviour . Similarly , it is not
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CONSUMERS ADAPTABLE EDUCATORS SOCIAL MEDIA |
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currently illegal to use a mobile phone while |
STANDARDSPEOPLE a voice-over which states ‘ don
TRANSPORT ’ t worry
BRIDGING
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on a skateboard and where the person using |
it ’ s only second degree , spring it on ’ |
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the skateboard is seen to be in control this is |
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not an activity which would breach Section
2.6 of the Code .
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CONSUMERS Advertising which references suicide without
CODES providing support services information , and
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A television advertisement which featured a man using a mobile phone while riding a skateboard without a helmet ( HSBC – 0132 / 15 ).
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A television advertisment where a young boy does flips on his skateboard while being watched by his sister ( St George Group – 0431 / 15 ).
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A television advertisement which shows a man skateboarding to the beach to meet his friends ( OPSM Pty Ltd – 0462 / 15 ).
• When an unsafe behaviour is shown in an advertisement , accompanied by a disclaimer stating not to copy the behaviour , and the behaviour is not the focus of the advertisement , the advertisement will not be seen to encourage or condone unsafe behaviour .
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A television advertisement for a stain remover which included a depiction of a person spraying the product onto clothes they are wearing ( Global Shop Direct – 0352 / 15 ).
Other health and safety issues
Section 2.6 of the Code encompasses a diverse range of issues which raise community concern about materials contrary to prevailing standards of health and safety .
The Board upheld a number of advertisements for breaching Section 2.6 in 2015 . The Board ’ s view was :
• Advertising which contravenes prevailing community standards about sun safety will be seen to be contrary to prevailing community standards on health and safety .
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A poster advertisement featured the phrase ‘ Don ’ t worry about getting to the Gold Coast , only worry about your sick tan ’ ( Airtrain Brisbane – 0307 / 15 ).
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A television advertisement which depicted a very sunburnt man at the races and in a way which trivialises or normalises the serious issue , will be seen to breach Section 2.6 of the Code .
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A poster advertisement for a horror movie which featured a Google search with ‘ Laura Bar ’ typed in the search field . The drop down menu included the options : ‘ Suicide , party photos , passed out video , boyfriend , bullied , possession ’ ( Universal Pictures – 0193 / 15 ).
• There are genuine community and government concerns about sexting and cyber safety and advertising directed at young people seen to encourage this behaviour will be seen as contrary to prevailing standards of health and safety .
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A televsion advertisement which depicted a young man take a shirtless selfie with the voice-over indicating he sends it to a girl he likes ( Coty Australia Pty Ltd – 0257 / 15 ).
The Board also dismissed a number of complaints under Section 2.6 of the Code . The Board ’ s view was :
• Advertising which encourages people to remove dairy from their diet , does not breach Section 2.6 of the Code as it is not suggesting people remove ‘ calcium ’ from their diet .
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A radio advertisement which encouraged people to ditch dairy ( Animal Liberation Queensland – 0433 / 15 ).
• There is significant community concern about money lending services and whether advertisements for them encourage financial irresponsibility , however such services are legally allowed to be advertised and therefore advertising these services does not amount to a depiction which breaches community standards .
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Advertisements for money lending services which received complaints included : Nimble ( 0016 / 15 , 0019 / 15 and 0029 / 15 ).
Review of Operations 2015
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