Complaints over a Kellogg’s ad in which women use the word ‘boobs’ and touch their breasts have been rejected by the Advertising Standards Bureau (ASB).
The advertising watchdog says: “The images of the females in a bra are very modest, and none of the images or scenes are likely to be considered sexually suggestive by consumers.”
In another case, a complaint was lodged against Coca-Cola over a scene which showed a man’s hand on a woman’s thigh.
The complainant says: “It is way too sexual and graphic for prime time television when my kids are awake and watching.”
The ASB dismissed the complaint, with Coca-Cola defending the ad saying it shows a passionate moment that is neither exploitative nor degrading, rather “part of the stories that make up people’s lives”.
Foxtel also received a complaint over its Fox Sporting Nation campaign in which a woman gives her friend a Russian Matryoshka doll and says it costs $50. A voiceover then follows, saying in Australia we would rather spend $50 on Fox Sports.
The complainant says: “I believe that Australia as a multicultural country and doesn't need to stereotype other nationalities by the implied inference that our strong interest in sport is superior to the cultural interests of other nationalities.”
While the board acknowledging the concern that there is a tone of inferiority, it dismissed the case explaining its interpretation of this ad is that “Australians are lazy as they would rather sit and watch sports”.
Lastly, a television spot for Chemist Warehouse with the Durex slogan “love sex” was deemed “inappropriate” by a complainant, and said to be breaking the code against sexuality in prime time.
Durex weighed in saying there was no voiceover or emphasis drawn to the slogan; it only appears on the product packaging. Because of this, the board ruled the ad okay and rejected the complaint.
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