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
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