Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB | Page 39

Violence (Section 2.3, AANA Code of Ethics)
Section 2.3 of the Code states:
reaction in the community in response to an
important call to action, is a justifiable use
of violence.
Advertising or Marketing Communications
shall not present or portray violence unless it
is justifiable in the context of the product or
service advertised.
The advertising of very few products or services
realistically justifies the depiction of violence. In
2016 the Board considered advertisements that
portrayed domestic violence, cruelty to animals,
graphic depictions, weaponry, and imagery that
may cause alarm or distress under Section 2.3 of
the Code.
The percentage of complaints received about
violence in advertising rose from 11.8 per cent in
2015 to 17.98 per cent in 2016.
•
For a more in-depth overview of violence cases in
2016 see the violence determination summary on
the ASB website.
Community awareness
Each year the Board receives numerous
complaints about community awareness
advertisements. These advertisements include
messaging relating to public health or safety. The
Board has consistently stated that a higher level of
graphic imagery is recognised as being justifiable
in public education campaigns because of the
important health and safety messages that they
are intended to convey.
The Board’s view is:
•
Advertisements which portray realistic and
graphic situations intended to evoke a strong
Review of Operations 2016
- - A man encouraging his son to kick
a football at his mother’s head to
raise awareness of domestic violence
(Department of Premier and Cabinet
(Victoria) – 0580/16).
- - A man being crushed to death after
rolling over on his four wheel bike and
(WorkSafe Victoria – 0472/16).
- - The dangers of speeding highlighted
by showing an x-ray of a shattered
spine (Road Safety Advisory Council –
0152/16).
Advertising which uses confronting and
graphic imagery to promote important health
services are a justifiable use of violence.
- -
•
A man coughing blood into a tissue
Domestic violence
The Board notes that domestic violence is an
issue of significant concern in the community and
advertising must recognise the issue of domestic
violence is a very serious one and in the Board’s
view advertising should not encourage or condone
actions which can be perceived as unacceptable
behaviours. The Board’s view is:
•
- -
•
(Department of Health – 0369/16).
Advertisements which only reference
violence, and do not depict it, to raise
awareness about an important social issue will
not breach the Code.
- - The personification of fire talking while a
home burns (NSW Rural Fire Service –
0435/16).
- - A boy with a ‘tattoo’ which reads, “I forced
her to have sex with me when she didn’t
want to” (Our Watch – 0287/16).
The threat of violence without the act itself,
where the tone is menacing and threatening,
is enough to make the advertisement breach
the Code.
Advertising which references child neglect
in a humorous way may be in bad taste but
which does not suggest that child neglect
is normal or acceptable behaviour may not
breach this part of the Code.
- -
•
A framing store advertisement which
reads “we can shoot your wife and frame
your mother-in-law, if you want we can
hang them too” (Fantastic Framing –
0099/16).
A young child crying and explaining
that they had not seen their mum in
days because she is busy with a music
production course (Fresh 92.7 FM –
0341/16).
Where most reasonable members of the
community would not reach a conclusion that
an advertisement is suggestive of domestic
violenc e it will not breach the Code.
- -
A man throwing his thong at a woman
who was using his pool without
permission (Allaro Homes – 0413/16).
37