Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 37

Exploitative & Degrading (Section 2.2, AANA Code of Ethics) Section 2.2 1 of the Code states: Advertising or marketing communications should not employ sexual appeal in a manner which is exploitative and degrading of any individual or group of people. This section takes into account the depiction of children, men and women in advertising and requires that the advertisement use sexual appeal in a manner that is both exploitative and degrading in order to be in breach of the Code. Common complaints under Section 2.2 of the Code focus on use of women’s bodies and use of women as sexual objects, and concerns about the relevance images may have to the product or service advertised. Since the introduction of Section 2.2 in 2012, complaint percentages have ranged from 13.98 per cent in 2012 to a low in 2015 of 4.60 per cent and a rise in 2016 to 12.30 per cent. Depiction of children The AANA Code of Ethics Practice Note provides the following additional guidelines for advertisers regarding exploitative and degrading content concerning children. Review of Operations 2016 An online advertisement featuring a still image of a young girl in swimwear playing under a sprinkler (Greater Bank – 0245/16). Depiction of men In advertisements where images of children are used, sexual appeal is not acceptable and will always be regarded as exploitative and degrading. 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. Advertisers are generally responsible when it comes to the depiction of children in advertisements and no advertisements have been found to breach this provision of the Code since 2014. The Board has dismissed a number of complaints about the depiction of men under Section 2.2. The Board’s view is: • The Board’s view is: • For a more in-depth overview of exploitative and degrading cases in 2016 see the exploitative and degrading determination summary on the ASB website. 1. Section 2.2 was updated in March 2017 and states: Advertising or Marketing Communications shall not employ sexual appeal: (a) where images of Minors, or people who appear to be Minors, are used; or (b) in a manner which is exploitative and degrading of any individual or group of people. - - • Advertising which depicts children modelling children’s clothing, where the poses of the children are natural and not sexualised, will not be considered exploitative and degrading. - - An internet advertisement showing a young girl in summer clothing (MixxMix – 0441/16). - - A television advertisement showing adults and children in the clothing being promoted (Target Australia Pty Ltd – 0138/16). Advertising which depicts children in swimwear, in an appropriate context, where the clothing and pose of the child is not sexualised and there is no undue focus on their body is not exploitative and degrading. Females admiring or commenting on the attractiveness of males is not exploitative and degrading of the male, if they are depicted as confident and enjoying the attention. - - • A television advertisement featuring a woman telling her adult son not to worry about her inheritance, she is leaving it to the gardener who we see is an attractive younger male (Specsavers Pty Ltd – 0213/16). 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. - - A poster advertisement for towels which shows a naked man from behind using a towel (Pacific Brands Holdings Pty Ltd – 0304/16). 35