A radio ad featuring a child who is clearly not impressed with how his parents drive has fallen foul of The Advertising Standards Board (ASB).
The offending ad from Kingston Park Raceway features a child's voice saying, "If that tool would just get outta the way! Loser". A voice over then goes on to say, "These holidays shut the little backseat drivers up," and goes on to give details of the activities available at the Raceway.
One of the complaints about the ads explains children shouldn't talk to their parents like that.
“I find this advertisement offensive as, to me, it depicts that it is normal and acceptable for children to behave in a rude and offensive manner to their parents, or adults that are driving them around.”
Another said: “The statements made by the child in the ad make it sound acceptable for safe driving habits to be ridiculed, and therefore, unsafe habits encouraged.”
Even though the advertiser told The ASB it never meant to offend, The Board upheld the complaints against the ad.
The ad has now been modified so the words “tool” and “loser” no longer appear.
See the full case report for yourself here.
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