Bulletin

JANUARY 2022 #138

Don't play with domestic violence

A gaming company breached the AANA Code of Ethics in December with a Facebook ad for a mobile gaming app that depicted violence towards a woman and child.

The Community Panel considered that there is no justification for depictions or suggestions of domestic violence in advertising for a game and noted the heightened level of concern relating to depictions of violence against women.

The complaint under Section 2.3 of the Code (Violence) was upheld and the ad was removed.

Safety first

An alcoholic beverage company’s Instagram ad featuring a man riding a bicycle – on the road while drinking a beer and not wearing a helmet – raised a question about safety.

The Panel considered that community standards are very clear on the issue of helmets and safety and that this advertisement was in breach of Section 2.6 (Health and Safety) of the Code of Ethics.

This case was referred to the Alcohol Beverages Advertising Code Scheme (ABAC) for further assessment and was upheld.

Crowd concern

A fast-food company providing promotional material to cricket spectators has been cleared of any breaches of the updated AANA Food and Beverages Advertising Code.

In this case, the complainant was concerned that the promotional material – packaging for an occasional food – was directly targeting children. Under the new F&B Code, brands can only advertise occasional foods when the proportion of children is 25% or less of the total audience.

The Community Panel considered that the material and product being advertised would be equally attractive to children, older teenagers and adults – rather than principally appealing to children. It also found that children under 15 years were unlikely to make up more than 25% of the total audience. The Panel determined that the advertising was not targeting children and therefore not in breach of the Code.

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

Depicting mental health in advertising

The community is becoming increasingly concerned about references to mental health in advertising. We look at two cases recently considered by the Community Panel and outline some ways you can handle mental ill-health in advertising in a sensitive manner.  

 The most complained about ads in 2021

Ad Standards received more than 4,500 complaints last year. Top of the list was a television ad for a domain hosting business that showed a man urinating on a building which members of the community described as offensive, unhygienic and illegal. The ad generated almost 300 complaints and was discontinued. 

Our Copy Advice Service is back up and running for 2022 and we’re ready to review your new campaigns, visit AdStandards.com.au/copy-advice