New Decisions: Burgers, Cars and More

The following decisions have been published:

Burger names not under ASA jurisdiction

The instore menu for Velvet Burger restaurant included the following two items: Velvet Lady “Everyone wants her but she keeps it classy just like your mum back in the day – grilled chicken breast, salad, bacon, avocado and cheese with relish and aioli” and; Luxe Bird “She’s the type of bird you want to show off to your friends – classy and hot! Filled with all good things – Southern fried chicken, fire roasted red pepper, harissa, wild rocket, red onion, chili mayo and aioli”.

The complainant said that parts of the menu were sexist and the burgers were likened to females in a derogatory manner.

The Chair noted the ASA does not have jurisdiction to consider the names of products, in this case, the names of the burgers.  Given the Advertiser’s co-operative engagement with the process and the self-regulatory action taken in amending the advertisement, the Chair said that it would serve no further purpose to place the matter before the Complaints Board. Accordingly, the Chair ruled the complaint was Settled.

Car advertisement contained racial slur

The website advertisement for 2 Cheap Cars was headed “Massive Jap import Sale”. This was followed by the text “2 Cheap Cars is having a Massive Summer sale! Get free jandals!” To the left of this text was a photo of a man holding a jandal.

The Complainant was concerned the term “Jap” is considered by many to be an offensive term and it is an example of casual racism. No response was provided by the Advertiser.

A majority of the Complaints Board said the use of the word “Jap” in this phrase was likely to cause serious offence. This is because the term “Jap”, which was introduced into the New Zealand vernacular after World War Two, is a derogatory term for “Japanese”.  A minority of the Complaints Board said the term “Jap import” is commonly used in the second-hand car industry and while it isn’t ideal, no offence is intended by its use. The Complaints Board ruled the complaint was Upheld.

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