Zoo slammed over degrading pictures

One of the pictures Zoo Weekly was ordered to remove from their Facebook page. Source: Supplied

AUSSIE lads' mag Zoo Weekly has been forced to remove several pictures from its Facebook page after they were ruled exploitative and degrading to women by the industry watchdog.

One picture, posted in October, showed a bikini-clad woman chopped in half across her stomach, along with the caption: "Left or right? But you've got to tell us how you came to that decision.''

The other depicted a woman's bottom with a Nintendo logo on it and the caption: "What would you call this console?''

Both posts caused outrage among Facebook users and online feminist communities after attracting hundreds of sexist comments from Zoo's fans.

Many are too offensive to republish, featuring graphic sexual descriptions and obscene language.

The Advertising Standards Board this month ruled both posts were in breach of two sections of the code of ethics relating to discrimination or vilification on the basis of gender, and of objectifying, exploiting and degrading women.

It also ruled that comments posted by Zoo's fans on the pictures were in breach of the code for using "strong or obscene language''.

Since July the ASB has considered the content of commercial Facebook pages, including comments from fans, to be a form of advertising and have subjected them to the Advertising Code of Ethics.

However Zoo has criticised the ASB's decision, arguing that its Facebook page is simply an extension of its printed product and therefore should be considered editorial.

"To describe Zoo's Facebook page as a 'marketing communication' is to misunderstand the nature of modern media organisations and the way in which they use social media to engage with their audience,'' they wrote in their official reponse to the determination.

"Zoo's Facebook page, like its website and the associated magazine, is a publishing platform comprising of editorial content supported by some advertising content. The content complained of was clearly editorial content and its publication on a Facebook page does not alter that characterisation.''

- Petra Starke is News Limited's National Social Media Reporter

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