Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB - Page 47

In many cases, the Board considered that obscuring an obscene term so that it was not clear what is being said, in a non-aggressive context, is appropriate for use in advertising. The Board’s view is: • In advertising, where the term ‘fuck’ is not used in full, and is not used in conjunction with offensive imagery, it is considered to not amount to an inappropriate use of language or language that would be considered strong or obscene. - - • Beeps to cover swearing (Airtrain Brisbane – 0324/16). • - - A man chatting to an attractive woman at a bar then exclaiming, ‘Jesus!’ when she advises him that she is the personification of Gonorrhoea (NPS Medicinewise – 0036/16). Innuendo and sexual references Advertising which uses sexual terms and language must be appropriate for the audience. The Board has upheld some advertisements for using sexualised language. The Board’s view is: Review of Operations 2016 A movie promotion which features women in bikinis and a man saying ‘I haven’t had sex in 15 years’ (Entertainment One – 0005/16). - - • Advertising which uses terms such as ‘sex’ in a sensitive way which is appropriate for the relevant audience, will not be seen to breach the Code. - - • - - Young people discussing sexual health and STDs (Queensland Health – 0572/16). - - The terms ‘premature ejaculation’ and ‘sex’ (Advanced Medical Institute – 0590/16). Advertising which uses innuendo in a way which is not strong or obscene and is appropriate for the relevant audience will not be seen to breach the Code. - - • A condom vending machine advertisement which used words such as ‘sex’, ‘Aids’ and ‘HIV’ (Hero Condoms – 0291/16). A protein ball in a ball box with the disclaimer ‘because ball bag would just be rude’ (Boost Juice Bars Australia – 0560/16). Advertising which features very mild sexual language which may not be understood by children, is considered to be not inappropriate by the Board: - - Use of the phrase, ‘if you’re going to have intercourse tonight, please don’t do it on company property’ (Entertainment One – 0562/16). A promotion where each person who buys a drink or a ‘lappy’ receives a ticket to ‘have the dancer of your choice treat you like a wobbly chair’ (Doll House Gentleman’s Club – 0180/16). Acceptable terms A variety of terms which are commonly used in the Australian vernacular most often are viewed by the Board as acceptable. The Board’s view is: • Slang terms for body parts that are commonly used will usually be considered appropriate by the Board. Advertising which includes mild innuendo and sexualised terms are often seen as appropriate by the Board. The Board’s view is: Advertisements using religious themed terminology attract complaints about blasphemy or offensiveness to religious beliefs. The Board’s view is: That some members of the community with very strong Christian beliefs could find the use of the Lord’s name to be offensive to their faith but considers that most members of the community, including Christians, would find that using the phrases, ‘Thank God’ and ‘Jesus’ as expressions of relief and disbelief is not aggressive and is not attacking or discrediting the Christian faith. Advertisements which include sexually explicit language (Wicked Campers – 0027/16, 0109/16, 0122/16 and 0363/16). Advertising which uses sexualised images can often give a sexualised meaning to accompanying words, which is not appropriate for broad audiences. - - Religious expressions • Advertising which uses explicit sexual terms or references in a medium that would be seen or heard by children will be likely to breach this section of the Code. - - Advertisements which use the phrase ‘BCF’n fun’ in a jingle as a play on the business name (BCF – 0434/16 and 0457/16). Advertising which successfully uses sound effects to cover up terms, to the point of not being able to understand the term used, is appropriate for use. - - • • - - The phrase ‘I’d rather get kicked in the nuts’ (Bizcover – 0557/16). - - The term ‘boobs’ is used to refer to the breasts of a woman (Kellogg (Aust) Pty Ltd. – 0076/16). - - The term ‘your boys’ to refer to testicles (Pacific Brands Holdings Pty Ltd – 0188/16). The use of slang terms are not inappropriate or gratuitous when they are used in their correct form, such as describing urine. - - The text ‘Urine, Piss, Poo, Shit, Crap, Faeces Droppings, whatever you call it’ (Biohazard Trauma And Crime Scene Cleaning – 0204/16). Gestures Gestures are used as communication in conjunction with language and as such the Board considers complaints about gestures used in advertisements under Section 2.5 of the Code. The Board’s view is: • Adve 'F6rvW&RFW&R27VvvW7Fb'VFRvW7GW&R'WBFRvW7GW&RG6Vb2B6V vvVW&ǒ&R66WF&RФfR&Fv6fVGW&V@VFVBG2v6vW&R&W7V&ǐ6fW&r'VFRvW7GW&R&G6rfФF7G&'WF'2( 233RbCP