Freedom of speech wickedly abused

Amid the growing clamour in Otago and New Zealand about the slogans used by Wicked Campers on its vehicles lurks a complex issue: freedom of speech.

The Australian vehicle rental company, which operates in many countries, seems to have interpreted this as wholesale freedom to offend.

Those offended include politicians, councils, camping ground owners, holidaymakers, the public, as well as unwitting tourists who have found themselves lumped with a pre-paid hire vehicle daubed with one of the unsavoury slogans.

The company hasn't responded to the criticism.

In fact, it rarely responds at all: to media or the Advertising Standards Authority, which has upheld several complaints against it. When it does respond, its statements are similarly offensive or dismissive.

The company has faced criticism elsewhere, and in Australia it was forced to back down on some of its most offensive slogans.

Concerns have been raised here before, but the increasing number of tourists has put the issue in the spotlight again.

The company is targeting a predominantly lowbrow male demographic with cheap transport and equally cheap shots.

Its website promotes ‘‘sexy roadtrips'' and its contact phone number is prefaced with "let's talk dirty''.

The slogans promote bad behaviour, from drug taking to the denigration of, and violence towards, women.

Some media won't publish images of the worst vehicles or print the worst slogans as they are so offensive.

Many people, therefore, won't realise quite how disgusting some are.

Yet the vehicles are allowed on public roads and in family camping grounds, their messages visible to all.

What message is the company telling females with the following, for example? "In every princess there is a little slut who wants to try it just once'', "I wish you were a door so I could slam you all day long'', "It only hurts the first time'', "Fat chicks are harder to kidnap'', "Your thighs won't touch if my head's between them'', "RBT: Random Breast Testing'' and "Drink till she's pretty''.

They are just some of the company's more offensive slogans, which we have opted to publish in the context of this editorial.

The slogans are often accompanied with similarly lewd images.

How do adults possibly explain those messages to children?

And what message is the company giving men?

Clearly that women are easy targets - for ridicule and worse.

People buy into that message.

Associate Tourism Minister Paula Bennett has been leading the charge against Wicked Campers.

She recently received a social media post from a man suggesting "a bit of sexual violence never hurt anyone'' and has also received death threats.

Such misogyny is at the core of this country's appalling domestic violence statistics.

The comments and slogans go beyond basic free speech.

They are veiled or explicit threats, incite criminal behaviour, and are deliberately demeaning.

The slogans clearly contravene the ASA codes of practice.

Now being debated is what can be done?

The Government is considering how to give the self-regulating ASA more teeth, councils are deciding whether they can fine drivers or the company under their signage bylaws, the police have taken a complaint to the Chief Censor, and camping grounds are turning the vehicles away or making drivers cover up the slogans.

Big brands such as Coca-Cola, Pepsi and Disney are also considering taking action for misuse of their brands (including lookalike logos accompanying the likes of "Pussy, taste the difference'' and "Crack, enjoy'' with a picture of Snow White smoking from a crack pipe).

As always, what seems to be forgotten is that with freedoms and rights comes responsibility.

Of course it is debatable whether Wicked Campers is seeking to test the boundaries of freedom of speech, or simply being as base as possible in the name of profit.

If the company believes it is untouchable, the public can for the moment hit it where it hurts - in the pocket - and continue to ramp up the pressure on local and central government in the hope bigger and better voices prevail.

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