Advertisements poking fun at God, using sex to sell and
promoting racist stereotypes were acceptable in 2008. Yeah,
right.
A religion-related Tui beer billboard was the most complained
about ad in 2008, the Advertising Standards Authority (ASA)
annual report said.
"Let's take a moment this Christmas to think about
Christ...Yeah Right -- Tui" went to No 1 on the ASA 2008 hate
list, with 86 complaints, saying it was offensive to
Christians, as was the alcohol-religion link.
Tui also brewed up a fight with "Sure, I've got ten minutes
to talk about Jehovah" billboard, ninth on the complaints top
10.
Dominion Breweries withdrew the Christmas ad, after howls of
outrage. The "Jehovah" ad was not regarded by the ASA as
likely to cause serious or widespread offence.
Tui bumped Hell Pizza from No 1, after the fast food company
cooked up the most complained-about ads in 2006 and 2007.
Hell Pizza, which in late 2007 split from advertising agency
Cinderella, only managed No 10 in 2008, with its "$25 Hot as
Hell" direct mail ad.
That ad promised a Thai massage with one of its pizzas, if
the offer was redeemed in Thailand on the day of purchase.
The ad showed a photo of a young Thai woman in high heels and
a bikini, which 16 complainants said it invoked prostitution
and was a racial slur to Thais.
Racial slurs also featured in the second most complained
about ad of 2008, with 73 moved to complain about a Skins
sportswear ad.
The ASA complaints board upheld those complains, saying the
ad would cause offence with its racial stereotype that
African-Americans were "warriors" with" killer mentality".
Hell Pizza's 2006 "Lust Pizza" random mail out remained the
most controversial ad in ASA history. It attracted a record
685 complaints after condoms were sent to random letterboxes.
The complaints were upheld.
In 2008, there were 1246 complaints about 703 different
advertisements, up on 1160 and 668 in 2007. Of those, 314
were found to have substance, 92 were upheld, 71 settled, and
151 not upheld.
Television ads attracted the highest number of complaints (35
percent of the total), with misleading advertisements the
most complained about (38 percent).
The 10 most complained about ads of 2008
1. Tui Beer, billboard. "Let's take a moment this Christmas
to think about Christ...Yeah Right -- Tui". (86 complaints).
Settled, when withdrawn by advertiser.
2. Brandex Adventure Sports Ltd, television. Skins
sportswear, touting the physicality of African-American
athletes, saying they have a "warrior" mentality and "killer
instinct". (73). Upheld, racial stereotyping.
3. Alcohol Advisory Council of New Zealand, television. A
drinking "Uncle Mark" grabs a young boy, swinging him into
furniture on an "aeroplane ride". (68). Settled, when
advertiser and broadcasters resolved to show it only after
8.30pm.
4. New Zealand First, direct mail advertisement. A NZ First
flyer said an anti-John Key site had been set up in the name
of the ad's recipient. (43). Not upheld.
5. Advanced Medical Institute, billboard. "Want long-lasting
Sex?", ad for nasal medication to battle premature
ejaculation. (38). Upheld, did not meet due sense of social
responsibility.
6. Sky Television, billboard. An ad for a Sky television
programme stated, "all business considered, even from Jews".
(27). Settled, advertisement removed and an apology
published.
7. Beds R Us, television. A couple searching for the perfect
bed are shown kissing passionately, then the female, clad in
underwear, straddles the male. (23). Settled, ad replaced
after complaints that sex was being used to sell.
8. Fonterra, television. In an Anchor trim milk ad, a child
tells his mother "you're fat", then adds, "yeah mum, you're
not fat. Nana's fat". (18). Not upheld, light-hearted and
unlikely to cause offence.
9. Tui Beer, billboard. "Sure, I've got ten minutes to talk
about Jehovah". (16). No grounds to proceed, did not meet the
threshold to cause serious offence.
10. Hell Pizza, direct mail. `$25 Hot as Hell" ad showed a
photo of a Thai woman in high heels and a bikini, promising a
Thai massage, if the offer was redeemed in Thailand on the
day of purchase. (15). No grounds to proceed, as it did not
meet the threshold to breach the Advertising Codes.
