Bulletin

August 2020 #123

First case upheld under body image rule

An online lingerie campaign is the first case to be upheld by the Ad Standards Community Panel (the Community Panel) since the rules on the portrayal of body image were tightened in 2018.

The Community Panel noted that some of the images in the ad appear digitally altered depicting an unrealistic body shape not attainable through healthy practices. The case was upheld under Section 2.6 (health and safety) of the AANA Code of Ethics.

Bank ad back from a bump in the road

An advertiser has revised a Pay TV ad for a bank after concerns were raised about road safety. The original ad showed a delivery truck illegally parked in a turning lane and unloading onto the traffic side of the vehicle.

The key message to advertisers is to make sure your content meets prevailing community standards on health and safety as well as the law.

For more information on the law and prevailing community standards on health and safety see our blog post on the Ad Standards website.

The barefoot skater

A TVC with a barefoot skater carrying a six-pack of glass beer bottles which sparked health and safety concerns has been dismissed by the Community Panel.

The Panel noted that while riding a skateboard carrying glass bottles isn’t something to encourage, the adult male appeared fully in control of the skateboard and his behaviour would not breach community standards on safety.

Co-regulation of alcohol advertising

All complaints about alcohol advertising are received by Ad Standards and assessed against the AANA Code of Ethics, which reflects prevailing community standards across a wide range of social issues.

Complaints are considered in parallel by the Alcohol Beverages Advertising Code (ABAC) Scheme which focuses solely on the responsible marketing of alcohol.

Not so fast food

A fast food ad on Pay TV and free-to-air TV which raised concerns about pedestrian and road safety has been cleared by the Community Panel. The ad showed a car appearing to reverse quickly out of a driveway, then swinging into a parking spot.

The Panel noted that advertisers should take care to ensure that creative storylines don’t result in the depiction of unsafe behaviours, however determined the ad did not contain material contrary to prevailing community standards on health and safety under the Code, and dismissed the complaints.

Bubble bath beats breach community standards

Complaints about a body wash ad with two ‘larrikin’ blokes in a bath, and a boombox radio being pulled from the water have been upheld by the Community Panel for breaching community standards on health and safety.

The Panel determined that the ad seen on both Pay TV and free-to-air TV breached Section 2.6 of the AANA Code of Ethics as it undermined public messages about the safe use of electrical appliances around water.

You can find all Community Panel determinations on the website at AdStandards.com.au/cases

Free online training support for all advertisers

For many of us, COVID-19 has had a huge impact on how we live and work and the pandemic has forced a rethink across business sectors. However, the need for responsible advertising is more important than ever.

Ad Standards provides free online training resources available to all advertisers to help understand and comply with the advertising Codes. We also provide bespoke training through webinars which can be tailored to meet your unique business needs.

For more information please contact media@adstandards.com.au.