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A man tipping a drink over a boy ’ s head and then using his finger to wipe some of the drink from the boy ’ s head before sucking his finger clean and saying , “ Mmm . Delicious sticky boy ” ( Muzz Buzz – 0535 / 16 ).
The Board has dismissed complaints about sexualisation of children in a number of advertisements . Their view is :
• Advertising which uses adults and children to show a fashion range will not be considered inappropriate , where the children are not depicted in a sexualised manner .
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An email advertisement which included customer-submitted images of children and adults in the brand ’ s clothing ( Pacific Brands Holdings – 0259 / 16 ).
• While depicting children as sexual beings is nearly always inappropriate in advertising , where the sexual connotation is mild , relevant to the product and intentionally confronting in order to draw attention to an important issue , images may not breach the Code .
• Advertising which depicts men interacting with their children in regular every-day situations will not be seen by the Board to be sexualised in any way .
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A father picking up his daughter and hugging her before playing with her and her friends ( GlaxoSmithKline Consumer Healthcare Australia – 0268 / 16 ).
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A young girl being carried by her father , waving to a man parking his car ( Kia Automotive Australia – 0272 / 16 ).
• Caution should be taken when using adult models who may appear to be teenagers in advertising , however when these images are not sexualised and appropriate for general audiences they will not be considered sexualisation of children .
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A young woman in a bralette and the phrase ‘ lust have bralettes ’ ( Cotton On – 0517 / 16 ).
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A Facebook advertisement which featured an image of a girl with four hotdogs protruding from her mouth , for a theatre production which explored the theme of sexualisation of children and teenagers ( Riot Stage Youth Theatre – 0503 / 16 ).
• Complaints are often received about advertising which show images of young children in swimwear , underwear or naked . Where these images do not employ sexual appeal , the tone of the advertisement is innocent , the children are appropriately covered and there is no undue attention on the child ’ s body , this is not considered sexualisation of children .
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Toddlers playing including a brief scene of a young girl who is not wearing any clothing ( Attipas – 0438 / 16 ).
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A young girl in the bath , only her head visible through the bubbles ( National Australia Bank – 0352 / 16 and 0353 / 16 ).
Review of Operations 2016
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