New Decisions: E-Cigarettes, Gender Stereotypes and More
The following decisions have been published:
- Complaint 17/419 Cordbank New Zealand, Digital Marketing: Settled – advertisement amended.
- Complaint 17/433 The New Zealand Companion Animal Council Inc., Digital Marketing: Settled, advertisement amended/removed
- Complaint 17/444 Cyclo-Ssage, Print: Settled, advertisement amended/removed
- Complaint 18/039 Lovely Smiles, Digital Marketing: Settled, advertisement amended/removed
- Complaint 18/044 Cosmic, Out of Home: Not Upheld
- Complaint 18/052 Lion-Beer, Spirits & Wine (NZ) Limited, Out of Home: Not Upheld
- Complaint 18/053 State Insurance, Television: Not Upheld
- Complaint 18/057 National Mini Storage, Radio: No Grounds to Proceed
- Complaint 18/060 Simillimum Homeopathy, Digital Marketing: Settled, advertisement amended/removed
- Complaint 18/063 Cowleys Hire Centre, Radio: No Grounds to Proceed
- Complaint 18/064 George Weston Foods, Out of Home: No Ground to Proceed
- Complaint 18/065 20th Century Fox, Digital Marketing: No Grounds to Proceed
- Complaint 18/066 Guardian Storage, Digital Marketing: No Grounds to Proceed
- Complaint 18/067 Jackpot City, Television: No Grounds to Proceed
- Complaint 18/068 Spin Palace, Television: No Grounds to Proceed
- Complaint 18/072 Save the Children, Television: No Grounds to Proceed
- Complaint 18/077 Good Health Naturally New Zealand, Television: No Grounds to Proceed
E-Cigarette outdoor ad okay
The poster advertisement for Cosmic E-cigarettes, which was placed on the rear of a bus, showed a range of colourful bottles of vaping product. The wording of the advertisement said “Best Prices, Best Service – Cosmic January Sale Now On.”
The Complainant said the advertisement for E-cigarettes should not be shown on the rear of a bus because children could be exposed to the dangers of smoking.
The Advertiser said it was legal to advertise electronic cigarettes and they had abided by the relevant rules by not targeting children or making therapeutic claims.
The Complaints Board confirmed the Advertiser had the right to promote E-cigarettes within the constraints of an R18 age restriction for sales. The Complaints Board agreed the advertisement did not have particular appeal to children, nor did it show or glamorise smoking. It said the advertisement content and placement did not reach the threshold to cause serious or widespread offence and it had been prepared with a due sense of social responsibility required by the Code of Ethics. Accordingly, the Complaints Board ruled the complaint was Not Upheld.
Stereotype Did Not Meet Offensive Threshold
The IAG television advertisement for State Roadside Rescue showed a teenage girl staring into the open bonnet of a car with makeup running down her face. The voiceover said “State’s Roadside Rescue covers your car for any driver – even your teenage daughter. That way one breakdown doesn’t have to lead to another.”
The Complainant said the advertisement portrayed female drivers in a sexist and degrading way. The Complainant said the advertisement portrayed an out-of-date stereotype of women being helpless and over-emotional and in need of men’s protection.
The Advertiser said the key message of the advertisement was that anyone who drives your car is covered by the roadside rescue cover rather than only one named driver. The Advertiser said it had tried to portray this serious moment in a light-hearted way “using a play on words to link a sudden mechanical incident with a sudden emotional reaction.”
The Complaints Board agreed the advertisement did nothing to dispel stereotypes about female drivers being less competent or being likely to react to mechanical problems in an emotional way. However, it said the advertisement did not reach the threshold to cause serious or widespread offence and said the advertisement had been prepared with a due sense of social responsibility. Accordingly, the Complaints Board ruled the complaint was Not Upheld.
