Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 41

Bullying • The Board’s view is: • Advertising which shows someone interacting with someone else in a way that would be considered abusive will be considered a breach of the Code. - - • Any depictions or threat of violence towards a person will be seen as bullying and a breach of the Code, especially if the person on the receiving end of the actions reacts in a hurt or negative manner. - - • A man pouring a drink over a young boy’s head (Muzz Buzz - 0535/16). - - The Board considered a number of other issues which raised concerns about violence. The Board’s view is: • A man shoving grass into another man’s mouth (Sir Walter Premium Lawn Turf – 0142/16). An older brother protecting his younger brother from bullies (Coca-Cola South Pacific – 0146/16). The Board’s view is: • Advertising which shows a lack of reaction to a violent event may lessen the impact of the violence and make it appear unrealistic and humorous. - - Advertising which uses humorous and exaggerated scenes which are clearly fantastical and unlikely to be taken seriously by most members of the community are unlikely to breach the Code. - - • Depictions of pain Advertisers should take care or reconsider using violence in advertisements if violence is not directly related to their product or service. Often if a violent act is directed at a person, a positive or a negative reaction to the violent act can influence the Board’s decision. A woman lightly jabbing a farmer in the shoulder during a conversation (Sunrice – 0325/16). Other violence Advertising which shows siblings interacting with each other in a playful and realistic manner will not be seen as bullying, especially if they are seen reacting positively. - - Advertising which depicts a light-hearted domestic scene which most people would interpret as horseplay rather than violence, such as a light kick or push, where the reaction is positive does not breach the Code. Advertising which shows actions which are not overly aggressive, are light-hearted, and are not specifically aimed at a person are not usually considered to be violent: - - • A woman adjusting a chairlift to shoot an engineer through a window (The Smith’s Snackfood Co Ltd – 0045/16). A man throwing a drink because it was the wrong one (Sanitarium Health Food Company – 0256/16). Advertising which shows alarming or frightening scenes, when shown to appropriate audiences, will not be seen as violence. - - A small kitten is seen playing before a scary face and a scream sound suddenly appears (Hungry Jack’s – 0486/16). A man being bitten on the face by a snake (iSelect Pty Ltd - 0442/16). Review of Operations 2016 39