New Decisions: Exhibition Posters, Workplace Accidents and More
The following decisions have been published on the ASA website:
- 17/096 NZFulvic, Digital Marketing, Settled in part, Upheld in part
- 17/170 Bowen Therapy New Zealand, Digital Marketing: Settled
- 17/193 Helios Integrative Medical Centre, Digital Marketing: Settled
- 17/204 Procter and Gamble Australia, Television: Not Upheld
- 17/205 Bisley Workwear, Television: Upheld
- 17/213 Turning Point Clinic & Coaching, Digital Marketing: Settled
- 17/217 Frucor Suntory, Television: Settled in part, Upheld in part
- 17/221 World Press Photo NZ, Poster: Not Upheld
- 17/223 Clean Turbo NZ, Digital Marketing: Settled
- 17/227 Mars NZL, Television: No Grounds
- 17/228 Sealord NZ, Television: No Grounds
- 17/229 Frucor Suntory, Television: No Grounds
- 17/230 Frucor Suntory, Television: No Grounds
- 17/234 Greenpeace NZ, Television: No Grounds
- 17/236 NLP Counselling, Website: Settled
- 17/245 Anna Lorck, Labour Party, Out of Home/Digital Marketing: Settled
Award Winning Image OK to Use For Promotion
The poster advertisement for the World Press Photo Exhibition NZ appeared in several locations around Auckland. It showed a photo of Russian ambassador Andrey Karlov, who was assassinated while he was speaking at an art gallery, dead on the ground while the gunman holds his gun in the air. The poster provided information on where the exhibition was being held and contained the disclaimer “Visitor Discretion Advised”.
The Complainant was concerned the advertisement was a gruesome depiction of a dead body and it promoted extremism, terrorism and violence.
The Advertiser said the image had been widely used to promote the World Press Photo Exhibition internationally. The photo was selected because it was the winning Exhibition image, not because there was any intent to promote indecency, offensiveness, violence or a disregard for safety.
The Complaints Board said the advertisement did not endorse violent behaviour but was reflective of the news media’s freedom of expression, did not lend support to unacceptable violent behaviour and was not likely to cause serious and widespread offence. The Complaints Board ruled the complaint was Not Upheld.
Making Humour Out of Workplace Accident Not OK
The television advertisement for Bisley Workwear showed a series of building site mishaps. The scenario of concern was when a bag of dry cement bursts while being unloaded from the back of a truck and lands all over a worker’s head and face. His co-worker hoses him clean while saying “Harden up mate!”
The Complainant was concerned about the health and safety aspect of showing a worker having dry cement powder thrown in his face. As this substance can be caustic and cause serious eye damage, they did not believe that it should be part of an attempt at a humorous scenario, centred on the pun “harden up”
The Advertiser confirmed that the advertisement was a light-hearted workwear commercial showing over exaggerated building site events. They said the advertisement was filmed in a controlled environment.
The Complaints Board agreed the advertisement breached the Code of Ethics by showing a dangerous situation and The Complaints Board said that given the caustic nature of concrete, a man receiving a face full of dry concrete powder elevated the otherwise light-hearted depiction of work safety mishaps into a more serious health and safety concern. Accordingly, the Complaints Board ruled to Uphold the complaint.
