Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 34

Discrimination against men Complaints concerning discrimination or vilification against men commonly refer to the level of acceptability the advertisement would have if roles were reversed and women were in the spotlight. The Board’s role is to consider each advertisement on its own merit and as such, addressing hypothetical alternatives is not a helpful way to assess compliance with the Code. - - • Concerns about the depiction of men as incompetent in one advertisement does not suggest that this same situation applies to all men, or that it is specific to men. - - In 2016 the Board found one advertisement to breach the Code on the basis of discrimination against men. The Board was of the view that: • Advertising which suggests all husbands are pests is degrading and vilifying of hu ؘ[˂H BHY[Y\\[Y[[XHX[\H\[[ݘ[\[HY^H8&š\ؘ[&H [\H8$ LL MK[\Y\\[Y[\Hۘ\X]\ܚ[Z[][ۈYZ[Y[YY[XZ]Y B\\وHY]](BY\\[XYYXX][\\]X[]H[XZ\][Y[X]Y\X]]HX[ۜZ[[[X[\\›[][\ܚ[Z[]ܞH\Y[H B(BY\\[XYYH]\\ق[[HYZ[Y[\Y\][Y[\H[[\Y[܈]Y[[HX[\وY\X[[KH B(B̂H[]\[ۈY\\[Y[XYYY[[X[[\]X[]H]Y[Y[[Y[[Y\X]]HX[ۂZ[Z[HHY\\\܈Z\[X[H[\YY\ S[[ܛ\8$ LN MKH[]\[ۈY\\[Y[X˜HX[[\Y[\ۈXH[]\Yx&\XY \\Y[و[ZY\[X[] XܚXJH8$ N KMKY\[\X\[[H\[\\\HۜY\YH\ܚ[Z[][܈[YZ[قY[\HHY\[\\HY ZX\Y[[[ܛ\˂HY[Y\\[Y[XX]\\BX[[[\\ؘ[]HH8&X[&HH8&X[&H ZXY[X[[X[\X\8$ KMKH[]\[ۈY\\[Y[\HHX[\XH][\\X\YܙH][][Y][H]H\]Y]ۋ\YHXZ\˜H[Y[]]X\H\X\Y]Y]]\[XH[Z]Y8$ MKH\\وHY]]H\قY\\[Y[Yۜ]]H\ܚ[Z[][ۂ܈[YX][ۈوY[]\Z[[΂(HY\\[XXZ\H[Y[X]ۙHX[\\X[HY[\H[Y[X[\H[Y[ Yؘ[$ M MK(HY\\[X\\\ܚ\[ۜقY[]\X\HY[YB[Hܛ\وY[\[YH܂\ܚ[Z[]HYZ[Y[ ]\[H[$ MK(H]\[X\ۘXH܈[Y\\\\HZ\Y\\YH[Z\Y\\[›X]\X[ H\Y]]\š\\X[ۈݙ\Y\\Y\[\\[[HYH[HX^HۜY\\\Z[[Y\H\ܚ[Z[]ܞH܈[YZ[\B\H\\X]Y[XY\H܈Y\[ۂو\ܚ[Z[][ۈ[HY\\[Y[][XXHH ]]8$Œ ͋MK(HY\\[X]X[\\H[[X]BXو[\\[][ۜY\Y\ܚ[Z[][ۈۈX[و[\ \\\H8$ M MK(HH[[[܈\Hو[HX[\X\[[[Y\\[Y[ٝ[]\\˜ۘ\[H[][]K]\[][\[]YHXZ[\\X[ۈ\[[[\ܚ[Z[][ۈ܈[YX][ۈۙ˜\HY[\H\XY[B[YX[[X[\\ܚ[Z[][ۈYZ[Y[\Z[ۘ\[\ܚ[Z[][ۈYZ[Y[[\[H]XY\Z[\˂[XY\HوY[\[Y[H^X[\YX[\[[HۜY\Y[\X[ۜ [ وHH\[[ۈH۝[قHY\\[Y[[]\HوH\Z[ H\\\[H\و\Z[˜X]Y\\[Y[܈\ܚ[Z[][ۈ܂[YX][ۈوY[[\وHY]](BY\\[XY[\œYX[\[[XHXۚ\HB[\\]X][ۈ[]\YX[H\Z\Z][\[Y[[[\[ H BH[]\[ۈY\\[Y[XX]\\Y[[H\]XZۈۂHZ[ܛ[ [H[H]\[XH8$Œ MKH B[ MH\\[H\و[ܝY\\[Y[HHۙH\[H܂\ܚ[Z[][YZ[Y[H\\[\HY܎(HYX[Y[^X[ؚX܈Y[&\œX\\H XY[\\8$ MM MK(H\[H\H8&]8&H XY[\\8$Œ LMMK(HY\[]Y[[ZHY[&\˜[ۙ[]H[وH[][ۜ\XY[\\8$ MK(HY\[Y[[XZH[\[[X\[ۜ XY[\\8$ MK(BY\\[Y[܈[\X\܈\[ۂX\X[[[H\Z[œ[YN\[ M͋MKۙ^H\]H L KM KM[ MKHXۚX MKMK[\[[ܛ\ MMKM[ MKMKNHZ\ NKMH[Y\\[Y[YH LMKY\\\\HYH\HY]\^HH[[Y\\[Y[ [][\H]X]HY[\\ܚ[Z[]ܞH\Y[ [$ L M[PSRH8$ L MKY\\[[\\X]