Advertising Standards Bureau Review of Operations 2016 2016 Review of operations_WEB | Page 42

Sex, sexuality and nudity (Section 2.4, AANA
Code of Ethics)
Section 2.4 of the Code states:
Advertising or Marketing Communications shall
treat sex, sexuality and nudity with sensitivity to
the relevant audience.
The use of sex, sexuality and nudity in advertising
generally attracts a high number of complaints.
In 2016 sex, sexuality and nudity was the second
most complained about issue accounting for
22.74 per cent of complaints.
The Board considers the relevant audience with
Section 2.4 and particularly distinguishes between
acceptability of content in public domains where
children may be exposed (such as billboards)
as opposed to other forms of media which may
be more restrictive, such as internet sites and
television advertisements with timing restrictions.
In considering cases under Section 2.4, the
Board will also consider the relevance the sex,
sexuality or nudity has to the product or service
being promoted.
Product relevance
Each year the Board receives complaints about the
use of sex, sexuality and nudity in the promotion
of lingerie, fashion, sex products and services
and dating services. In general, using themes of
a sexual nature to promote sex shops or lingerie
products will be more understandable as the
imagery relates to what is sold.
•
•
While there is significant community concern
about advertising sex products and services,
advertisers are legally able to advertise
these product, and where the level of sex,
sexuality and nudity used is not inappropriate
for the audience the Board will dismiss
the complaint.
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•
Advertising for sex products or services
included: Good Vibrations (0577/16),
Crazy Horse Revue Pty Ltd (0361/16),
Be Daring the Adult Shop (0350/16),
Love and Rockets (0336/16 and 0283/16),
Narangba Valley Tavern (0081/16),
Hollywood showgirls (0038/16), Strippers
Wanted (0030/16), Dollhouse (0180/16),
Sexyland (0397/16 and 0143/16), Sin
City Gentleman’s Club (0285/16 and
0089/16), Adam & Eve (0084/16) and
Penthouse Club (0100/16 and 0057/16).
It is appropriate for advertisements for
cosmetic surgery or similar services to depict
people in limited clothing to highlight the
services they offer where the advertisement is
not overly sexualised.
•
Advertisements for sexual performance
enhancers include Advanced Medical
Institute (0192/16 0219/16 and 0590/16).
It is reasonable for a lingerie advertiser
to depict lingerie being modelled in its
advertising, where the images are not overly
sexualised and do not use inappropriate
nudity or exposure.
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•
A breast enhancement advertisement
which featured women in bikinis (The
Cosmetic Institute Bondi Junction –
0162/16).
Advertisements for sexual performance
enhancers, if they are not overly explicit
and are not inappropriate for the relevant
audience, will also be found not to breach
the Code.
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The Board’s view is:
For a more in-depth overview of cases in 2016
see the sex, sexuality and nudity determination
summary on the ASB website.
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Advertising which depicts models
in the lingerie and underwear being
promoted included: Capri Body Fashions
(0541/16), Victoria’s Secret (0393/16),
Myer (0382/16), Bras n’ Things (0591/16,
0576/16 and 0339/16), Cotton On
(0317/16 and 0305/16), Bendon (0519/16
and 0235/16) and PVH Brands Australia
Pty Ltd (0039/16).
Advertisers are allowed to depict people
in the clothing they are advertising, where
advertisements are consistent with fashion
advertising and not overly sexualised.
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Advertising which depicts models in
clothing being sold  include: Shedd
(0451/16), Rip Curl (0409/16), Pretty
Little Thing (0277/16), Advertising
Advertising Standards Bureau