Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 35

• • Advertising which shows a man interacting with his female partner in way that would be inappropriate for strangers, is highlighting a normal domestic situation and not discriminating against the female., e.g. a husband pinching his wife on the bottom (Unilever Australia – 0177/16) and a man whistling to get a woman’s attention (Stihl Pty Ltd – 0157/16). Discrimination on the ground of ethnicity, race or nationality The use of female stereotypes, when not used in a negative way, does not amount to discrimination or vilification, e.g. a woman cleaning up after a meal (Techtronic Industries Australia – 0416/16) and a woman In 2016 the Board determined a number of advertisements breached the Code in this area. The Board’s view is: Discrimination against certain ethnic or racial groups or nationalities is considered under Section 2.1 of the Code. Concerns generally focus on the use of stereotypical portrayals and accents representative of different nationalities. • asking her partner ‘does my bum look big in this’ (Western Australian Local Government Association – 0368/16). Discrimination against gender Discrimination against transgender and gender diverse people is considered under section 2.1 of the Code. Concerns generally focus on the representation of gender diverse people in advertisements. Advertising which shows men wearing skirts or tutus, where the representation is positive and the person is not being held up to ridicule does not amount to discrimination or vilification of gender diverse people. - - A drink driving campaign across multiple mediums which featured a bearded man in a tutu (the Hairy Fairy) speaking about the importance of road safety (Motor Accident Commission SA – 0469/16, 0470/16 and 0471/16). The depiction of someone of a particular race being subservient to someone of another race in a way which is reminiscent of historical servitude is considered to be a depiction which is discriminatory. - - • In advertisements where concerns about discrimination against gender diverse people were received, the Board was of the view that: • Mr Ping Pong asks someone to fix his driveway right now and offers them sushi. In the background we can hear a woman speaking, although her words are unintelligible (TP Concreting – 0546/16). The depiction of someone of a particular racial type being feared by other people leaves a negative impression of people of that ethnicity, and amounts to vilification. - - • An internet advertisement in which a dark-skinned jockey character is seen acting as a servant and being mistreated by a well-known footballer in a Downton Abbey type setting (Ubet – 0494/16). • Although diversity in advertising is to be encouraged, using only one race or ethnicity in an advertisement is not in itself discriminatory towards other races (Aldi Australia – 0458/16). • Advertising which uses a depiction of people of Asian descent to represent tourists is not a negative depiction (Surf Life Saving Australia – 0559/16). • Advertising which uses humorous or positive stereotypes of different nationalities, so long as the stereotypes are not negative or derogatory, does not amount to discrimination and vilification, e.g. an American family spending Christmas with an Australian family (Aldi – 0507/16), a man calling a curry hotline (Flavour Makers – 0379/16) and an advertisement which is styled like a spaghetti western and a voice over with a Mexican accent (Fiesta Canvas – 0110/16). • It is appropriate for an advertisement made by, and for, Aboriginal people to feature Aboriginal voices and this use of Aboriginal voices is not discriminatory. An advertisement for a sweets company with an animated logo featuring a - - gollywog character (The Beechworth Sweet Co – 0278/16). • Depictions and imagery which are likely to give a negative depiction of people of particular race, ethnicity or nationality are seen to be discriminatory and vilif ying. - - Review of Operations 2016 A radio advertisement which features a man who identifies himself as Ping Pong and speaks with an Asian accent. A television advertisement which featured a man with an Indian accent making announcements in an airport which were unable to be understood (Mondelez Australia Pty Ltd – 0309/16). The Board also dismissed a number of complaints relating to discrimination in this area. The Board is of the view: A television advertisement depicts a man of Indian/Middle Eastern descent attempting to pay for a carton of milk with his phone, other people in the store are shown to be afraid (ANZ Banking Group Ltd – 0218/16). Advertising which features ‘gollywog’ characters will be seen to breach the Code as these characters represent a symbol that humiliates and ridicules a person on account of the colour of their skin. - - - - • A television advertisement featuring puppets highlighting the dangers of drinking alcohol while pregnant, focusing on Foetal Alcohol Spectrum Disorder (Anyinginyi – 0263/16). Advertising which uses Australia Day themes, does not on its own discriminate against or vilify Aboriginal culture (Frucor Beverages Australia – 0098/16 and Meat and Livestock Australia - 0017/16). 33