Bulletin

September 2021 #135

Mental health in advertising content

October is Mental Health Awareness month so in this bulletin we’re going to look back on some relevant cases.

It’s important now more than ever to raise awareness in our community about mental health and mental ill-health. Advertising can be a great way to reduce stigma, so long as the content is created responsibly.

Ads should:

     ► address the topic in a respectful and sensitive way

     ► avoid using stigmatising terminology and language

     ► include help-seeking information that encourages people to seek support when it’s needed

Learn about the responsible way to portray and communicate about mental ill-health on the Mindframe website. 

If you or someone you know needs support you can contact Beyond Blue (📞1300 224 636) or Lifeline (📞13 11 14).

The importance of including help-seeking information

An ad for a social enterprise has breached the health and safety section of the AANA Code of Ethics for failing to include help-seeking information and support services. The ad used children’s voices to discuss sensitive topics including cyber-bullying and anxiety.

The Ad Standards Community Panel considered that there is a community expectation that when mental ill-health is discussed in the media, including in ads, information on where people can get help should be provided.

The advertiser accepted the Panel’s determination and is in the process of modifying the ad to include help-seeking information. 

A not-so-hairy situation

Complaints about two versions of an ad for a hair-loss treatment service have been dismissed by the Community Panel. Complainants felt the ad was sexist, falsely linked hair loss to bad health, and suggested that fixing your hair can fix your mental health.

The Panel noted that while the ad mentioned that men may feel embarrassed when it comes to seeking treatment for hair loss, it did not trivialise mental health.

Embarrassing, but not in breach

An ad showing a man ‘jumping the gun’ during a running race has received a number of complaints about promoting sexual health products during the Olympics.

The Community Panel noted that while parents may want to avoid awkward conversations about sexual health issues, the ad itself was not explicit and treated the topic with sensitivity to the broad audience. The Panel determined the ad did not breach the Code and dismissed the complaints.

You can find all determinations from the Ad Standards Community Panel online at AdStandards.com.au/cases

Copy Advice Service

If you’re not sure your advertising content meets the advertising guidelines, reach out to Ad Standards for advice. We can help point out potential issues in your content and suggest ways to fix them. It’s better to be safe than sorry.

Get a taste of the new F+B Code

Join the Australian Association of National Advertisers on Monday 18th October for a webinar on the upcoming changes to the AANA Food and Beverages Advertising Code.

The session will cover what the new rules are, guidance around the content, placement of ads and more. The webinar will finish up with a Q&A session for those hungry to know more.