Bulletin

July 2021 #133

2.6 Health and Safety

This month's bulletin focuses on the health and safety provision of the AANA Code of Ethics. Everything from road safety to hygiene, binge-drinking and body image portrayals are considered by the Community Panel under this section of the Code.

A first time for everything

The first ever TikTok ad to be considered by the Ad Standards Community Panel was found to encourage the unsafe consumption of alcohol after it showed a man using a device to measure how quickly he could drink a vodka premix.

The video’s soundtrack included the lyrics “baby, I’m wasted” which the Community Panel felt contributed to the overall impression of dangerous drinking behaviour.

The complaint against the ad was upheld.

Luxury brand breaches body image rules

A luxury clothing brand is the second advertiser to breach the body image rules under Section 2.6 (health and safety) of the AANA Code of Ethics since they were updated.

The Panel determined that the use of makeup in the ad combined with the model’s very slender build amounted to the impression of an unhealthily thin appearance.

This provision (updated in 2018) was first breached by a lingerie advertiser in 2020 for promoting unhealthily unattainable body ideals.

No need for speed

A speedy manoeuvre has put a telecommunications advertiser in a tight spot after their TV ad showed a forklift sliding to a stop in a dangerous manner.

The Panel noted that the imagery went against the Safe Work guidelines and therefore breached community standards on health and safety.

The advertiser has since modified the ad.

Tasteless, but not in breach

An ad for a fast-food franchise has set tongues wagging in the community after showing people pressing their hands and faces on the glass of a food preparation area while watching their order being made.

While complainants referred to the unhygienic nature of the behaviour, especially during a pandemic, the Panel felt that most members of the public would not be encouraged to copy the action given the bizarre and humorous nature of the ad. Complaints against the ad were dismissed.

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

Disclosure is key

Ad Standards has recorded multiple breaches of the distinguishable advertising rules in the past few months. We’d like to remind all advertisers using influencers in their marketing strategies to ensure all posts under an arrangement between advertisers and influencers are disclosed as such. This includes gifted products/services, sponsored or collaborative posts and content from brand ambassadors.

The Practice Note to the AANA Code of Ethics gives advertiser’s helpful guidance on what is expected and can be found on the Ad Standards website.

Our latest blog post also lists four easy ways advertisers and influencers can clearly disclose an arrangement to their audience.