22 February 2007
03/07
Toddler driver told to pull over – car ad removed from air
The Advertising Standards Board has found that community standards require advertisers to take care in showing images which might contravene or contradict common laws.
At its February meeting, the Board considered complaints about a TV advertisement for the Hyundai Sante Fe vehicle, which showed a toddler driving the car through the streets and out to the country, where he picks up a girl of similar age who is hitch-hiking, before continuing the drive to a beach.
The Board determined that the advertisement, which has so far attracted more than 80 complaints from members of the public, depicted a driving practice that was in breach of the law, said Advertising Standards Bureau Chief Executive Officer, Mark Jeanes.
“The Board certainly acknowledged that the notion of a toddler driving a car was unrealistic and fanciful, but under the Advertising for Motor Vehicles Voluntary Code of Practice, fantasy cannot be used when it contradicts, circumvents or undermines the Code,” Mr Jeanes said.
“Many of the complaints were from parents concerned that the advertisement would encourage copy-cat behaviour in young children and might lead to accidents,” he said.
The Board also held that the wearing seatbelts, instead of approved child restraints, was a matter of safety and a depiction which should not be encouraged.
The advertisement has been removed from air.
The Advertising Standards Board also upheld complaints about an advertisement for motorcycle retailer, Extreme Boyz Toyz, in Western Australia. The TV ad shows a motorbike travelling at speed on a winding road, crossing undivided, double-white lines.
Again, the Board held that an advertisement depicting illegal driving practices was in breach of the Advertising for Motor Vehicles code.
The use of language by advertisers was also an issue considered by the Board.
One case involved songs to the tune of ‘Jingle Bells’ advertising a nasal delivery technology product to treat premature ejaculation. The Board found phrases such as “premature ejaculation sucks” and the double-entendre reference, “delivering the goods”, to be offensive. The Board ruled that the ads did not treat sexuality with adequate sensitivity for the audience.
“The phrases were used with a Christmas carol which the Board felt would attract children’s attention to the ad, and to the sexual phrases,” Mr Jeanes said.
The Board also upheld complaints about a series of radio ads for a gym in Melbourne which used the phrase “fat arse” a number of times in relation to overweight people. The Board found the “fat arse” references to be offensive because their constant repetition was gratuitous and legitimised the use of the phrase.
“The use of the phrase in the ad also bordered on vilification of overweight people,” Mr Jeanes said.
A full list of the advertisements considered by the Advertising Standards Board at its February meeting can be viewed on the ASB website: www.adstandards.com.au under ‘Case Reports’.
Contact: Mark Jeanes, CEO (Interim), 02 6262 9822 or 0414 995 895