Bulletin

 Issue #142

The trope's getting old

A hardware store’s television ad has been found in breach of the Code of Ethics after insinuating ladies can’t be tradies, and that they don’t know anything about hardware. The line in the ad that raised concerns stated ‘You’re gonna need us if you’re a tradie, so come in and see us, we can even help the ladies.’

Complaints about this ad had been dismissed 5 years ago, however with community attitudes changing, particularly around harmful gender stereotypes, the Community Panel reflected that this is no longer okay and upheld the complaint under Section 2.1 (Discrimination or Vilification) of the Code. The ad has now been taken off the air.  

The second case that raised concerns about discrimination was a radio ad for a building company where a voiceover states ‘we clearly understand that it’s a woman’s prerogative to change her mind’ when building a house.

The Panel considered that the overall impact is one of condescension and promoting a negative and unnecessary gender trope.

The Panel found that this ad was also in breach of Section 2.1 (Discrimination or Vilification) of the Code of Ethics.

First food breach

A regional fast-food restaurant has become the first advertiser to breach the new AANA Food and Beverages Code with a digital ad that encourages excess consumption.

The ad featured a large, stacked burger that is significantly bigger than the recommended portion size. The Community Panel noted that there is nothing in the ad to suggest that the burger is intended for multiple people, or that the meal depicted is not recommended for regular consumption or is otherwise outside normal dietary habits.

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

Review of Operations now online

The just-released Ad Standards Review of Operations provides an insight into advertising complaint statistics and key areas of work in 2021. 

A trip to Dublin

Executive Director Richard Bean attended the International Council for Advertising Self-Regulation (ICAS) Annual General Meeting in Dublin in early May.

The event allowed advertising regulators from across the globe to connect and share information on developments and challenges in the ever-changing advertising landscape, including engaging with digital platform, and discussing environmental and climate-neutral claims in advertising and the role of advertising in a sustainable economy.

Vale Peter Williams OAM

We are saddened to share the news that former Community Panel member Peter Williams OAM passed away in May following a battle with cancer. Peter made a wonderful contribution to the Community Panel over nine years (2011-2020) and was awarded the Medal of the Order of Australia for his service to community health, and to medical education.