ASA - People in Advertising Cases

Case 1: Video Ezy Queens Birthday Sale Ad.

 Complainant, A. de Villiers, said:

“The above advertisement breaches the A.S.A’s ethics in that it’s portrayal of her Majesty the Queen is offensive to the dignity of her Majesty, attempts to ridicule the honor of her Majesty and shows contempt for her Majesty’s person.

Related Principles

3.  Advertisements should not portray people in a manner which, taking into account  generally prevailing community standards, is reasonably likely to cause serious or widespread offence on the grounds of their gender; race; colour; ethnic or national origin; age; cultural, religious, political or ethical belief; sexual orientation; marital status; family status; education; disability; occupational or employment status.

and

6.  Humour and satire are natural and accepted features of the relationship between individuals and groups within the community. Humorous and satirical treatment of people and groups of people is acceptable, provided that, taking into account generally prevailing community standards, the portrayal is not likely to cause serious or widespread offence, hostility, contempt, abuse or ridicule.

Deliberation:

Within the Advertisement, the Queen did not speak, nor was ridiculed or poked fun at in any manner, therefore the complaint was not upheld.

Decision: Complaint not upheld

Case 2: Wicked Campers Mobile Billboard

Complainant, W. Hill, said:

In reference to a Wicked Rentals Van

Seen 31 December 2007 at Whangapoua, Coromandel, outside the shops and playground at approximately 9.30am. Looked like the van had been tagged, but it was actually professionally spraypainted on and included offensive language. Also saw another van on 8 January 2008 in . Cambridge which included the female name for a dog written on the side of it.

Related Principles

4: All advertisements should be prepared with a due sense of social responsibility to consumers and to society.

5: Offensiveness - Advertisements should not contain anything which in the light of generally prevailing community standards is likely to cause serious or widespread offence taking into account the context, medium, audience and product (including services).

Deliberation:

The Chairman took into account the content of the wording on the campervan and was unanimously of the view that it would be likely to cause serious and widespread offence in the light of generally prevailing community standards. Thereby it ruled that the advertisement was in breach of Rule 5 of the Code of Ethics.

Decision: Complaint Upheld