Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 42

Sex, sexuality and nudity (Section 2.4, AANA Code of Ethics) Section 2.4 of the Code states: Advertising or Marketing Communications shall treat sex, sexuality and nudity with sensitivity to the relevant audience. The use of sex, sexuality and nudity in advertising generally attracts a high number of complaints. In 2016 sex, sexuality and nudity was the second most complained about issue accounting for 22.74 per cent of complaints. The Board considers the relevant audience with Section 2.4 and particularly distinguishes between acceptability of content in public domains where children may be exposed (such as billboards) as opposed to other forms of media which may be more restrictive, such as internet sites and television advertisements with timing restrictions. In considering cases under Section 2.4, the Board will also consider the relevance the sex, sexuality or nudity has to the product or service being promoted. Product relevance Each year the Board receives complaints about the use of sex, sexuality and nudity in the promotion of lingerie, fashion, sex products and services and dating services. In general, using themes of a sexual nature to promote sex shops or lingerie products will be more understandable as the imagery relates to what is sold. • • While there is significant community concern about advertising sex products and services, advertisers are legally able to advertise these product, and where the level of sex, sexuality and nudity used is not inappropriate for the audience the Board will dismiss the complaint. - - • Advertising for sex products or services included: Good Vibrations (0577/16), Crazy Horse Revue Pty Ltd (0361/16), Be Daring the Adult Shop (0350/16), Love and Rockets (0336/16 and 0283/16), Narangba Valley Tavern (0081/16), Hollywood showgirls (0038/16), Strippers Wanted (0030/16), Dollhouse (0180/16), Sexyland (0397/16 and 0143/16), Sin City Gentleman’s Club (0285/16 and 0089/16), Adam & Eve (0084/16) and Penthouse Club (0100/16 and 0057/16). It is appropriate for advertisements for cosmetic surgery or similar services to depict people in limited clothing to highlight the services they offer where the advertisement is not overly sexualised. • Advertisements for sexual performance enhancers include Advanced Medical Institute (0192/16 0219/16 and 0590/16). It is reasonable for a lingerie advertiser to depict lingerie being modelled in its advertising, where the images are not overly sexualised and do not use inappropriate nudity or exposure. - - • A breast enhancement advertisement which featured women in bikinis (The Cosmetic Institute Bondi Junction – 0162/16). Advertisements for sexual performance enhancers, if they are not overly explicit and are not inappropriate for the relevant audience, will also be found not to breach the Code. - - The Board’s view is: For a more in-depth overview of cases in 2016 see the sex, sexuality and nudity determination summary on the ASB website. 40 - - Advertising which depicts models in the lingerie and underwear being promoted included: Capri Body Fashions (0541/16), Victoria’s Secret (0393/16), Myer (0382/16), Bras n’ Things (0591/16, 0576/16 and 0339/16), Cotton On (0317/16 and 0305/16), Bendon (0519/16 and 0235/16) and PVH Brands Australia Pty Ltd (0039/16). Advertisers are allowed to depict people in the clothing they are advertising, where advertisements are consistent with fashion advertising and not overly sexualised. - - Advertising which depicts models in clothing being sold  include: Shedd (0451/16), Rip Curl (0409/16), Pretty Little Thing (0277/16), Advertising Advertising Standards Bureau