Bulletin

November 2020 #126

Sexual health messaging OK

An ad on Pay TV seen during the footy raised concerns about the use of sexual themes after it showed men in inflatable penis costumes advertising an online men’s health clinic.

The Ad Standards Community Panel found, however, that the ad highlighted an important health message in a humorous way which was sensitive to the predominantly adult audience, and did not breach Section 2.4 (sex, sexuality and nudity) of the AANA Code of Ethics.

Confronting but not violent

Concerns about graphic content in an anti-smoking TVC which showed a voice box being surgically removed were dismissed by the Community Panel last month.

The Panel considered the complaints under the violence provision (Section 2.3) of the AANA Code of Ethics, noting that graphic imagery may be justified by a community safety message. Finding that the content did not depict harm being done, the Community Panel found the ad to be in line with community standards and not in breach of the Code.

More information about community awareness advertising and community standards is online at AdStandards.com.au.

The advertising Codes apply across all media channels

Last month the Ad Standards Community Panel considered a range of concerns about three variations of a movie advertisement seen online and outdoor as both a static billboard and a digital billboard.

The advertisements show a man in a ‘mankini’ made of a surgical mask, with the concerns raised ranging across issues to do with nudity and sexually offensive and degrading content, discrimination, and COVID-19 health-related concerns.

The Community Panel found that the advertising did not breach Section 2 of the AANA Code of Ethics, and dismissed the complaints.

For the latest Ad Standards Community Panel determinations go to AdStandards.com.au/cases

About the Ad Standards Community Panel

Our latest blog post is now online and explores the role of the Ad Standards Community Panel which considers complaints about advertisements to decide if the content is in line with the advertising Codes and Initiatives and prevailing community standards in Australia.

Six new community members will join the Community Panel from 1 January 2021. Membership is on a fixed term basis and new appointments are made following a nationwide search. The new Community Panel members will be formally announced later this month.

Updated AANA Code of Ethics effective from 1 Feb 2021

A reminder to all advertisers that the updated AANA Code of Ethics and Practice Note will apply from 1 February 2021.

The updates from the Australian Association of National Advertisers (AANA) give clearer guidance to advertisers, ensuring more explicit obligations are in place including restrictions on undue focus on body parts (unless relevant to the product or service being advertised), the use of overtly sexualised imagery, graphic violence or horror where children are likely to see it, and gender stereotyping.

The rules about social media influencers’ paid posts will also be more explicit.

More information is on the AANA website.

Best wishes for the new year

This will be a festive season like no other in recent memory - and the only thing surer than mince pies is the global wish for a new year where our families, friends, and businesses do well and thrive.

On behalf of the Ad Standards team and the Ad Standards Community Panel, we wish you a safe, healthy and happy festive season.

Thank you for your continued support of Australia’s advertising complaints adjudication system through 2020 and we look forward to the new year 2021.