Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB | Page 40

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While the Board has dismissed domestic
violence complaints where most reasonable
community members would not reach
this conclusion, the Board does recognise
domestic violence as a serious community
issue which advertisers must recognise. The
Board has previously taken a strict view on
domestic violence cases where humour was
not enough to negate this issue of concern:
- - A television advertisement in which a
woman slaps a man on the back of his
head (Camel Tanks – 0491/14).
- - A television advertisement which featured
a still shot of a woman raising her fist to a
man with him raising his arms in defence
(Bathroom Warehouse – 0170/15).
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Advertisements using images of weapons are also
considered under Section 2.3 of the Code. The
Board’s view is:
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Violence shown in the context of promoting a
movie or game that is inherently violent, is often
viewed as acceptable by the Board, if it is not
likely to cause undue alarm or distress to members
of the community. The Board’s view is:
Although violence in advertising for
entertainment products is often justifiable,
if an advertisement is likely to cause
undue alarm or distress to members of the
community, it may still be seen to breach this
Section of the Code.
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A man using his mobile phone as if it
is a gun to play a game in the streets
(Machine Zone – 0166/16).
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When promoting movies, events and shows,
it is reasonable for the advertiser to show
violent images or scenes related to the
product being promoted.
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A superhero movie advertisement which
featured fight scene excerpts (Roadshow
Film Distributors Pty Ltd – 0306/16).
The Board’s view is:
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A woman lying on a motorbike with a
man holding a gun to her head (Bad Man
Clothing – 0403/16).
The Board has also dismissed complaints against
some advertisements depicting weapons, where
their use is not threatening or dangerous. The
Board’s view is:
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A movie promotion which featured a man
with his arm outstretched pointing a gun
(Universal Pictures – 0323/16).
The use of a weapon in an advertisement
which is unrealistic, exaggerated and
humorous can be considered acceptable
where the use of weapons is clearly fantasy
and is not a depiction of violence or one that
is likely to encourage similar behaviour in
real life.
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- - A cat falling from a ladder, but getting
back up again (Enably.com.au – 0509/16).
- - Scenes of bull riding (Treasury Wine
Estates - 0240/16).
Advertising which suggests, but does not
depict, animal hunting will not breach
the Code when related to legal hunting
equipment and practices.
A deer featured next to the company logo
(Gun World Australia – 0311/16).
Advertisements which use
computer-generated images (CGI) of animals
in situations which may be unsafe for real
animals, does not constitute animal cruelty.
- -
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Giving beer to a kangaroo (Carlton and
United Brewers – 0029/16).
Advertising which shows people interacting
with animals in a realistic manner, where the
animal is not seen to come to any harm is not
considered cruelty to animals.
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The depiction of a gun or other weapon in
the promotion of a game, movie or show that
features weapons is justifiable, if that weapon
is not being depicted in an overly threatening
or alarming manner.
- -
Advertising which shows people interacting
with animals in a cruel or unhealthy way
which could be copied by members of the
community, will be found to be in breach of
the Code.
- -
Advertisements which show weapons used
in a threatening or violent manner, especially
when not related to the product being
promoted, will be found to breach Section 2.3
of the Code.
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A series of advertisements for horror
movies some of which were shown during
children’s viewing times (Roadshow Film
Distributors Pty Ltd – 0266/16).
Depiction of characters from video games
when advertising the game is a depiction
that portrays violence that is justifiable in the
context of the product being sold.
Advertisements about horror movies
(Sony Pictures Releasing Pty Ltd –
0375/16 and 0388/16 and Roadshow
Film Distributors Pty Ltd – 0427/16 and
0310/16).
Cruelty to animals
Weaponry
Entertainment
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A medical show advertisement which
featured a woman wearing gloves with
blood on them (NBC Universal –
0184/16).
A CGI bull knocking things over and
a woman cleaning up the mess with a
vacuum (Godfreys – 044 4/16).
Where an advertisement is humorous and/
or unlikely to be real or taken seriously by
the general community, it will not breach this
provision of the Code.
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A person pops a bottle cork and a bird is
seen to drop from the sky (Aldi Australia
– 0545/16).
A scene of a flamethrower being used on a
bowl of kale (Meat & Livestock Australia
Ltd – 0018/16).
Advertising Standards Bureau