Advertising Standards Bureau Review of Operations 2014 | Page 44

something on to the ground which was consistent
with its dictionary definition and that children
would be unlikely to understand the possible
double entendre.
An advertisement in a responsible drinking
campaign (Dept Premier & Cabinet NSW –
0457/14) featuring a man in a cell with the text,
‘Out for a piss-up? Stop before it gets ugly.’ was
viewed by the Board as using the word “piss” in a
manner consistent with its colloquial use.

Children using bad language
The Board takes a stricter view of strong, bad or
disrespectful language when it is spoken by a child
rather than an adult. In 2014 the Board upheld
complaints about an advertisement in which a
child referred to the driver of a vehicle as both
a “tool” and a “loser” (Kingston Park Raceway 0270/14). In this instance the Board noted the
aggressive way in which the child is speaking
and the abusive delivery of the comments and
viewed the use of the words, “tool” and “loser” in
the context of an abusive delivery by a child to
another person amounted to language that was
inappropriate in the circumstances.

Gestures
Gestures are used as communication and in
conjunction with