Commercial complaints: Ads we love to hate

Written By Unknown on Sabtu, 13 Oktober 2012 | 20.01

NOT OFFENSIVE ENOUGH: An image from the Lynx ad in which Sophie Monk demonstrates how Lynx can 'clean a variety of balls'. Complaints about this advert were dismissed. Source: Supplied

SMUTTY slogans on camper-vans, lingerie ads that could lead to "perversion", concerns over selling fast food to children and the bullying of the letter of the alphabet.

These are some of the complaints Australians have made against advertisers this year.

Advertising Standards Bureau data has revealed the industry watchdog has so far adjudicated on almost 400 ads which have drawn complaints from the public in 2012.

Seen an offensive ad?  Let us know the ad and why you think it's offensive, in our comments section below.

Allegations of promoting violence, unsafe behaviour, bullying and racial and gender discrimination all feature but it is complaints relating to sex, nudity and sexuality which dominate.

So far this year, concerns about raunchy underwear ads from the likes of Bonds and Target have been dismissed, while controversial vehicle hire company Wicked Campers, was not so fortunate.

The ASB has upheld numerous complaints against offensive slogans painted on the sides of the company's vehicles, while Shear Ewe Live Stock Services - which issued a brochure featuring a woman in a pink jump-suit being shorn - also received a slap on the wrist on the grounds its promotion was "exploitative of women" and "degrading".

In another case, the ASB dismissed complaints advertisements forming part of the Commonwealth Bank's "CAN'T" campaign - in which other letters are mean to "T" - could promote bullying.

While industry watchdog investigations may be feared in some sectors, that's not always the case in advertising, according to experts.

University of Queensland media and advertising ethics academic John Harrison said generating a controversial ad could often work in a company's favour.

An adverse finding by the ASB did not mean a promotion had to be withdrawn by law.

"Brands like Wicked Campers probably actually have a strategy of deliberately being provocative so that they get a lot of free publicity," he said.

"We also know that Windsor Smith got something like $43 million worth of free advertising about seven or eight years ago just for a couple of dodgy billboards."

With the vast majority of complaints investigated by the ASB ultimately dismissed, Dr Harrison said complaints generally related to matters of taste, rather than genuine ethical concerns.

"Just because something is in bad taste doesn't mean to say it is ethically questionable and that distinction is not always well understood by the general public," he said.

"Violence is rarely complained about and it's usually naked flesh that people are worried about."

THE COMPLAINTS

Advertiser: Unilever Australasia (Lynx)

Medium: Pay-TV/internet

Description: Depiction of an infomercial-style scenario with a presenter and guest Sophie Monk (above). She demonstrates how Lynx can clean a variety of dirty balls before audience members accept the challenge of getting their balls cleaned.

Sample of complaint: "The entire ad is offensive.

"Focuses far too much on 'balls' and the implied meaning."

"It's demeaning in the way that it uses women to talk indirectly about balls and uses them as a lure to get people to buy the product."

Ruling: Dismissed

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CANT: The Commonwealth Bank was forced to apologise when a controversial ad involving a bomb hoax outside an Olympic event was posted on the company's YouTube account. The ad was one of a series featuring the letters C, A, N and T which attracted viewer complaints. Source: news.com.au

Advertiser: Commonwealth Bank

Medium: TV

Description: Series of advertisements featuring the letters C, A, N and T and a selected Australian Olympian. The other letters essentially gang up on T after he expresses negativity about the athlete's performance.

Sample of complaints: "I found the use of harassment and threats from a group of three letters against another letter highly offensive."

"These (ads show) potential violence towards the outsider as well - especially with the depiction of the hockey net being tipped on to the outsider."

Ruling: Dismissed

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Advertiser: Yum Restaurants International (KFC)

Medium: TV

Description: The man tries to leave the KFC store but cannot open the door because his hands are full. He pulls the door open with his foot. We then see men tenpin bowling, high-fiving, fixing a car, rubbing sticks to light a fire, undoing a bra and creating a superhero sculpture. Feet are used in all instances as the man's hands are full with the KFC Five Stars Box. The ad ends with the voiceover saying: "Man one, world zero. KFC's new Five Stars Box. It's not a mouthful, it's an armful."

Sample of complaint: "Ads like this just reinforce disrespect for the female gender and promote competition between men and women, and teach boys it's good to be blokey misogynists."

Ruling: Dismissed

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Advertiser: Target

Description: A woman wearing peach-coloured underpants turns and walks away from the camera. We then see various women wearing various styles of underwear while a voiceover describes the Target range of underwear for all women.

Sample of complaint: "This shocking advert must be taken off the screen to prevent perversion."

"I imagine the pervs watching TV think it is a real hit."

"It has blatant sexual overtones."

"I would expect to see images like that in a MA15+ movie, not in an ad that is showing during family television time."

Ruling: Dismissed

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Advertiser: McDonald's Aust Ltd

Description: A billboard advertising McDonald's The Serious Lamb Burger depicts an image of the burger. The text reads: "Mary had a little lamb, fries and a Coke."

Sample of complaint: "This advertisement uses a nursery rhyme to attract children to McDonald's food."

"The theme includes reference to a very common nursery rhyme and would catch children's attention."

Ruling: Dismissed

Seen an offensive ad?  Let us know the ad and why you think it's offensive, in our comments section below.

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