Bulletin

FEBRUARY 2022 #139

Not a puff piece

A Byron Bay-born clothing brand has breached the Code of Ethics with an outdoor advertisement that shows a man standing in front of a hemp crop while smoking. The complainant was concerned that the image suggested drug use.

While the Community Panel acknowledged that hemp and marijuana are not the same, many people would not be familiar with such nuances.

The Panel considered that while some jurisdictions may have lowered the regulatory threshold for the use of cannabis, smoking and cannabis use are generally viewed as contravening prevailing community standards.

The complaint was upheld under Section 2.6 of the Code (Health and Safety) and the ad was removed.

Tyresome stereotypes

A tyre company’s TV ad featuring a man in a karate costume performing a variety of athletic actions while a non-Asian narrator speaks with an Asian accent was reviewed by the Community Panel in February.

The Panel considered that the accent used in the voiceover was exaggerated and unrealistic – similar to an offensive stereotype often used to denigrate those of Asian background. The lack of a link between the advertised product and Asian culture meant that the overall impression of the advertisement is one which reduces Asian culture to a stereotype in an attempt at humour.

The complaint was upheld under Section 2.1 of the Code (Discrimination or Vilification). The advertiser has accepted the Panel’s determination and agreed to modify the ad.

It's all about balance

An Instagram video by a health and fitness influencer with over a million followers was brought to the attention of the Community Panel following a complaint that the ad targets people with an eating disorder or exercise addiction.

The video shows the influencer exercising with onscreen text stating “To the girl who lays in bed every night and overthinks everything she ate that day. To the girl who forces herself to stay at the gym for over an hour. To the girl who dwells in guilt if she misses a workout. I was you.” No further text is shown but the voice over continues to discuss how the influencer found balance in her life through an exercise program she created.

The Community Panel noted that the impression of the ad varied a great deal depending on whether viewer was watching the video with sound.

While the Panel considered that the advertisement did not breach the Code, advertisers are encouraged to take into account different viewing methods when creating ads to ensure that their message is being interpreted as intended.

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

Environmental claim brews challenge from competitor

Environmental claims can be a powerful marketing tool with consumers becoming more conscious of their impact on the environment. The Ad Standards Industry Jury recently upheld a competitor complaint against a company claiming that its disposable coffee cups are plastic-free, fully recyclable and compostable.

Welcome to our new Community Panel member

A new member has joined the Ad Standards Community Panel bringing a new perspective to this already very diverse group. Anna is a full-time university student who has worked closely with a number of community service groups on the Sunshine Coast.