Advertising Standards Bureau Review of Operations 2014 | Page 47

In upholding complaints about an advertisement
depicting a man lying, face down on an
illuminated sun bed (True Value Solar – 0432/14)
the Board noted significant community debate
and concern regarding sun beds and the dangerous
side-effects associated with them. In coming to
its view, the Board noted the advertiser’s response
that the advertisement depicted a collagen bed
which does not emit UV rays, but was of the
overall view the audience would not know this
and that the depiction of a popular football coach
using what appears to be a sun-tanning bed was a
depiction which normalises, and could encourage,
the use of a sun bed.

Protective gear
Bicycle helmets are a safety requirement and as
such an advertisement depicting an image of a
female cyclist using a bicycle without wearing
a helmet was upheld (Unilever Australasia –
0126/14).
Advertisers were warned to ensure they make
home renovators aware of the dangers of
not using appropriate protective gear (Knauf
Insulation Ltd – 0256/14). Complaints about this
advertisement were upheld as it showed people
installing insulation wearing gloves but no other
protective clothing.
Advertisements about the way tools are used by
tradespeople included concerns about a handyman
shown using just one hand to hold a power saw
while his other hand holds the piece of wood
he cuts (Worx – 0388/14). While not an ideal
depiction, the Board cleared the advertisement
as it considered the handyman appeared to
be experienced and his technical ability was
in keeping with someone who was confident
and competent in construction and the use of
power tools.

Advertisements which used the sound of a siren
(Wholesale Paint Group – 0159/14 and World
Mark Motor One – 0160/14). In both cases
the Board view was that although the sound of
a siren may draw the attention of the audience
the use of the siren was clearly not realistic and
the advertisement did not depict any material
contrary to Prevailing Community Standards on
health and safety.
The hygiene issue of having a bath with a dog was
considered in one case (AAMI – 0397/14). The
Board view was similar to a previously considered
advertisement from the same advertiser where
human members of a family shared the same
bath water (0338/14). Its view was that the man’s
reaction to the situation emphasised it was not a
good idea to share a bath with your pet dog.
The issues of negative body image and eating
disorders were raised in concerns about an
advertisement for a laxative (Mentholatum
Australasia Pty Ltd – 0387/14) in which a woman
holds a laxette in her hand and the text reads
“treat for your tummy”. The Board considered that
the woman in the advertisement did not appear
excessively thin or appear to look unhealthy. The
Board took the reference to the product as being
for a person experiencing an upset or “unhappy”
tummy and was of the view that most members
of the community would understand that it was
an advertisement promoting a product that is
designed to treat a specific health condition and
not suggesting that laxatives should be consumed
as a treat.

Other health and safety issues
Section 2.6 of the Code encompasses a diverse
range of issues which raise community concern
over materials contrary to prevailing standards
of health and safety. Other Section 2.6 issues
considered and dismissed by the Board include:

Review of Operations 2014

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