An ad promoting grocery delivery service MILKRUN on Facebook has been pinged for breaching the AANA Code of Ethics.
This advertisement features a blue background with white text.
“Spend more time keeping tabs on your ex. And less time grocery shopping,” the voice-over said.
“Get over 10,000 groceries delivered in minutes with MILKRUN, plus free delivery on your first three orders. Download today.”
The complaint submitted to Ad Standards alleged the advertisement was both insensitive and inappropriate.
“I am of the opinion that the ad promotes and supports domestic violence and is far from being appropriate,” the complaint stated.
“Rates of DV are increasing and a lot of the perpetrators ‘keep tabs on’ or ‘stalk’ their ex-partners.
“I feel the ad is very insensitive to this issue.”
In response, MILKRUN believed there was no breach, as the ad doesn't portray any violence or otherwise encourage any violence.
“MILKRUN believes that the target audience would interpret the advertisements as being a light hearted and tongue-in-cheek way to promote our grocery delivery service offering, particularly as Facebook users inherently understand that a common use of Facebook is to stay updated on what other users independently choose to publicise through their use of the platform,” the advertiser said.
“In the usual sense of the phrase and in the context of using a social media platform, MILKRUN does not believe that to ‘keep tabs on’ someone equates to or otherwise promotes malicious or harmful behaviour towards another person.”
The Ad Standards Panel found the ad does depict or suggest violence.
The panel considered that domestic and partner violence is an issue of considerable concern to the community.
“Recent public awareness campaigns have targeted coercive control and behaviours which are not appropriate in a relationship,” the panel said.
“While the phrase ‘keep tabs on your ex’ could be innocuous, without further context it could also be seen to reflect abusive and controlling behaviours towards an ex-partner.”
As a result, the ad breached Sections 2.3, violence, and 2.6, health and safety, of the AANA Code of Ethics.
The advertisement has been discontinued.
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