Health and safety ( Section 2.6 , AANA Code of Ethics )
Section 2.6 of the Code states :
Advertising or Marketing Communications shall not depict material contrary to Prevailing Community Standards on health and safety .
Section 2.6 of the Code applies to health and safety issues and covers a diverse range of concerns including wearing the correct protective gear , bike and motor vehicle safety , safe practices around animals and depictions of smoking , drinking and gambling and even bullying .
The Board must uphold complaints where an advertisement depicts material that is contrary to prevailing community standards on health and safety under Section 2.6 of the Code . There are no defined community standards under this Section ; it is the Board ’ s role to present its views on what an appropriate community standard is considered to be in relation to a particular issue .
Health and safety concerns raised by complainants dropped significantly in 2016 ( from 10.46 per cent in 2015 ) to the lowest recorded percentage of 5.36 per cent of all complaints . For a more in-depth overview of cases in 2016 see the health and safety determination summary on the ASB website .
Depiction of drugs , smoking , drinking and gambling
There has been increasing concern reflected in complaints about addictive activities being promoted through advertising ; particularly the promotion of alcohol , gambling , smoking or drugs .
Drugs
Drug use and depictions which suggest drug use are viewed negatively by the Board . Comparisons to drug and medication use , along with awareness raising about the harms of drugs are viewed more leniently . The Board ’ s view is :
• Advertising which uses the name of a well know brand , where the name is also related to a drug , will not in itself breach of community standards of health and safety .
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A perfume called ‘ Black Opium ’ ( L ’ Oreal
Smoking
Australia Pty Ltd – 0201 / 16 ).
There were no cases which raised health and safety concerns around smoking in 2016 .
Alcohol
All advertisements concerning alcohol are referred to the Alcohol Beverages Advertising Code ( ABAC ) committee and are also considered by the Board if Code of Ethics issues are raised .
Concerns raised about situations or suggestions encouraging the excess or unsafe consumption of alcohol are considered by the Board under Section 2.6 . The Board ’ s view is :
• Advertising which depicts passengers on a boat drinking alcohol , in moderation , will not breach this section of the Code .
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Passengers on a boat drinking beer , and the driver of the boat drinking water ( Lion – 0574 / 16 ).
• Advertising which provides factual information on beer , does not present it as being a healthy product .
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A radio advertisement which promotes some beers as being 99.9 % sugar free and
preservative free ( Lion - 0165 / 16 ).
• Advertising which promotes one free drink per person for people attending an event will not be seen to encourage or condone excess drinking .
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An event promotion where everyone attending would receive one free beer ( Gage Roads Brewing Co – 0485 / 16 ).
Advertising which promotes alcoholic beverages and is tongue-in-cheek and unlikely to be taken seriously or encourage irresponsible drinking will not be considered to breach the Code .
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A photo of a sign near a bike race , with the words “ Keep your fluids up – plenty of water in wine ” ( Barwon Heads Wine Store - 0053 / 16 ).
46 Advertising Standards Bureau