Bulletin

March 2022 #140

Bikini blunder

An online clothing brand has breached the AANA Code of Ethics with an ad on their website that featured a woman in a chain link thong bikini photographed from behind, straddling a chair covered in wool.

The Panel considered that the woman’s pose was highly sexualised. The Panel considered that the focus on the woman’s near-naked backside created a level of sexualisation which was not necessary for the promotion of the product.

The complaint was upheld under Section 2.4 of the Code (Sex, Sexuality and Nudity) and the ad was modified.

Scootin' along

A television ad for a global online retailer featured a cycling team riding up a hill. One of the team members passes the others on an electric scooter. He tells them that it's okay because he got ‘free delivery’.

The complainant was concerned that the ad depicts riding an electric scooter on a public road, which is illegal in some parts of Australia.

The Panel noted that the rules regarding e-scooters vary between states and territories and considered that the advertisement is not set on a busy or heavily used road. The Panel also noted that the ad featured the statement “E-scooters can only be used on some Australian roads”.

The complaint was dismissed as it did not breach Section 2.6 (Health and Safety) of the AANA Code of Ethics.

Advertising emergency

A television ad warning against making calls to 000 for trivial matters featured vision of serious accidents that a complainant found to be distressing.

The Community Panel reviewed the ad under Section 2.3 (Violence) of the AANA Code of Ethics. The Panel noted that while some of the images show people in distress, they considered that the images are emotionally engaging rather than violent in an aggressive or threatening manner. The Panel also considered that the message being delivered in the ad was important enough to justify the use of imagery that would grab the attention of the viewer and lead to an increased awareness of the serious community issue.

The ad was found not in breach of the Code.

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

New research released

We’ve released new research that provides insights into community perceptions of advertising and what Australians consider acceptable and unacceptable in advertising content. The research has provided us with valuable insights into key areas of community concern.

You've got to be joking

What Australians consider funny or offensive changes over time. Using insights from our latest research, we’ve written an article about where Australians draw the line.