The Advertising Standards Bureau (ASB) has dismissed complaints against New Idea's Amish-themed campaign, despite concerns of religious discrimination.
The campaign profiled a fictional Amish community and showed women modernising their traditional dress and behaviour as a result of reading the magazine.
The watchdog told AdNews it had received over 50 complaints regarding the television ad's portrayl of the Amish community.
One user said: "The advertisment is disrepectful [...] and belittles people of conservative beliefs in an offensive way. I find it extremely objectionable."
Another added: "I believe it is prejudiced and unfair on a group who cannot and will not defend themselves. The ad pokes fun at people who have chosen a particular way of life to support their religious beliefs."
Consumers also took to the magazine's Facebook page to express concern. One user asked: "Does anyone else find the new ad campaign by the New Idea magazine very xenophobic?"
Another added: "What you are portraying is encouraging young women to go against their beliefs, traditions and parental unpbringing to follow the trashy trends of the celebrities. These 'fresh, new ideas' you are selling are not liberating and do not bring joy to your life."
One consumer event went as far to say: "It's sad to see a company in Australia stoop so low that it slanders a minority group for its own personal financial gain."
The magazine responded to the ASB, saying: "The advertisment does not vilify, mock, denigrate or belittle the traditional values of the Amish community, it simply shows how the introduction of something new can sometimes impact a community group and allow for the consideration of a different way of living."
The watchdog noted consumers' concerns about the campaign, but ruled it didn't represent the Amish in a negative way.
"The majority of the Board considered that the overall tone of the advertisment is gentle and positive and presents a light-hearted take on a depiction of an Amish community which does not discriminate or vilify any section of the community", it said.
Based on this, the ASB determined the ad did not breach Section 2.1 of the Code which states: "Advertisments shall not portray or depict material in a way which discriminated against or vilifies a person or sector of the community on account of race, ethnicity or nationallity."
Called 'It All Starts With A New Idea', the campaign launched in July to celebrate the title's 110th birthday and redesign.
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