For the first time, Section 2.1 of the AANA Code of Ethics was used by Ad Standards to discontinue two commercial broadcasting ads on the grounds they “treat women unfairly and less favourably”.
The complaints raised issues under gender stereotypes and discrimination within the script/voiceovers.
The BOSS Shop TV Ad
This television advertisement features text on screen corresponding to a jingle:
“You're gonna need us if you're a tradie, so come in and see us, we can even help the ladies. For anything at all, to fix everything big or small, we've got lots and lots of bits and bobs at Boss.”
The complaint logged to Ad Standards:
“I believe this ad is degrading stereotyping women. It belittles women by comparing them to “tradies” even though there is a large community of female tradies and females that would have a need to visit a hardware store.”
The Ad Standards Community panel decision:
“The Panel noted that this advertisement was produced several years ago and considered that the advertiser should be aware that community standards are changing and that caution should be taken in their marketing.”
“Even if the advertiser did not intend to suggest that women cannot be ‘tradies’, that is the interpretation that may be taken by members of the community.”
“Overall the Panel considered that the advertisement does treat women unfairly and less favourably by suggesting that they are less capable or competent than men.”
The same The BOSS Shop TV ad was reviewed by the Community Panel in 2017 and the complaint was dismissed.
Ad Standards will generally not reconsider an advertisement for a period of 5 years after the initial determination, because community standards can shift over time, but unlikely to substantially change within this time period.
Which certainly signals a shift in community standards.
Aveling Homes Radio Ad
This radio advertisement features the voiceover:
“Announcer: Here at Aveling Homes, we clearly understand that it’s a woman’s prerogative to change her mind.
“Woman: OK, I’ve changed my mind. So I now want the kitchen from this design and the master suite from this one. And I need to get that scullery in here somehow...
“Announcer:That’s why it costs no more to customise your single or double storey new home design.
“Woman: Hang on. Hang on. Forget that. I think I’ve got a better idea.
“Announcer: First homes. Next homes. Two storey homes. Make as many changes as you need.”
The complaint logged to Ad Standards:
“This Sexist and extremely offensive advert talks about how it is a woman’s prerogative
to change her mind and how that company graciously won’t charge you any extra for
the woman changing her mind.
“Is this company stuck in the 1950s? This ad perpetuates the image that a woman is irrational and running around constantly changing her mind and making life harder for everyone .”
The Ad Standards Community panel decision:
“The Panel noted the advertiser’s response that the advertisement is intended to be humorous and the humour derives from the fact that women changing their mind is a ridiculous and outdated stereotype.
“The Panel considered that while highlighting the stereotype as outdated and ridiculous may have been the intent of the advertiser, the actual impression of the advertisement is much different.
“The Panel considered that the advertisement conveyed a negative impression of women as annoying, ineffective and indecisive - this negative impression is contributed to by having a male voiceover and that the overall impact is one of condescension and promoting a negative and unnecessary gender trope.
“The Panel noted that the advertisement could have used language such as ‘it’s a home buyers prerogative to change their mind’ without changing the female character or the male voiceover, and the impression of the advertisement would have been less negative.
“Overall the Panel considered that the advertisement does treat women unfairly and less favourably and does incite contempt and ridicule of women by promoting a negative stereotype that women are difficult and ineffectual customers who are incapable of making a decision.”
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