Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 39

Violence (Section 2.3, AANA Code of Ethics) Section 2.3 of the Code states: reaction in the community in response to an important call to action, is a justifiable use of violence. Advertising or Marketing Communications shall not present or portray violence unless it is justifiable in the context of the product or service advertised. The advertising of very few products or services realistically justifies the depiction of violence. In 2016 the Board considered advertisements that portrayed domestic violence, cruelty to animals, graphic depictions, weaponry, and imagery that may cause alarm or distress under Section 2.3 of the Code. The percentage of complaints received about violence in advertising rose from 11.8 per cent in 2015 to 17.98 per cent in 2016. • For a more in-depth overview of violence cases in 2016 see the violence determination summary on the ASB website. Community awareness Each year the Board receives numerous complaints about community awareness advertisements. These advertisements include messaging relating to public health or safety. The Board has consistently stated that a higher level of graphic imagery is recognised as being justifiable in public education campaigns because of the important health and safety messages that they are intended to convey. The Board’s view is: • Advertisements which portray realistic and graphic situations intended to evoke a strong Review of Operations 2016 - - A man encouraging his son to kick a football at his mother’s head to raise awareness of domestic violence (Department of Premier and Cabinet (Victoria) – 0580/16). - - A man being crushed to death after rolling over on his four wheel bike and (WorkSafe Victoria – 0472/16). - - The dangers of speeding highlighted by showing an x-ray of a shattered spine (Road Safety Advisory Council – 0152/16). Advertising which uses confronting and graphic imagery to promote important health services are a justifiable use of violence. - - • A man coughing blood into a tissue Domestic violence The Board notes that domestic violence is an issue of significant concern in the community and advertising must recognise the issue of domestic violence is a very serious one and in the Board’s view advertising should not encourage or condone actions which can be perceived as unacceptable behaviours. The Board’s view is: • - - • (Department of Health – 0369/16). Advertisements which only reference violence, and do not depict it, to raise awareness about an important social issue will not breach the Code. - - The personification of fire talking while a home burns (NSW Rural Fire Service – 0435/16). - - A boy with a ‘tattoo’ which reads, “I forced her to have sex with me when she didn’t want to” (Our Watch – 0287/16). The threat of violence without the act itself, where the tone is menacing and threatening, is enough to make the advertisement breach the Code. Advertising which references child neglect in a humorous way may be in bad taste but which does not suggest that child neglect is normal or acceptable behaviour may not breach this part of the Code. - - • A framing store advertisement which reads “we can shoot your wife and frame your mother-in-law, if you want we can hang them too” (Fantastic Framing – 0099/16). A young child crying and explaining that they had not seen their mum in days because she is busy with a music production course (Fresh 92.7 FM – 0341/16). Where most reasonable members of the community would not reach a conclusion that an advertisement is suggestive of domestic violenc e it will not breach the Code. - - A man throwing his thong at a woman who was using his pool without permission (Allaro Homes – 0413/16). 37