The Queensland Government has made bold moves to take down offensive slogans on Wicked Campers' vans, following repeated refusals from the company to comply with advertising guidelines.
Under new legislation from the Palaszczuk Government, commercial vehicle registration holders who fail to comply with determinations by the Advertising Standards Bureau (ASB) will be faced with having their registration cancelled.
Wicked Campers has been in a long-running feud with the advertising watchdog, which has received swarms of complaints over the years for offensive slogans on vans. Despite several rulings against Wicked Campers, the ASB has been unable to force the company to remove the offending text.
Vehicles often have explicit images and slogans such as “a blow job a day beats an apple” and “virginity is curable”.
The ASB has been working with the Queensland Government including the Department of Justice and Attorney-General and The Department of Transport and Main Roads in order to find a way to make Wicked Camper compliant to ASB rulings.
Queensland Attorney-General Yvette D'Ath says the move is an innovative solution to what has been a difficult problem for governments in Australia and overseas.
“I understand clearly the level of community concern about the vulgar, crass and offensive slogans that have been displayed on some commercial vehicles in Queensland and other parts of Australia.
“They have been the subject of frequent complaints to the Advertising Standards Board,” D'Ath says.
“When the ASB has deemed those slogans to be offensive, the typical response from the holders of those commercial vehicle registrations has been deafening silence.
“Now, if they refuse to remove the offensive slogans, their vehicles will be off the road.”
Given that the laws will only be applicable in Queensland, D'Ath notes other states and territories should look at similar laws should Wicked or any similar companies look to relocate.
The ASB and The Australian Association of National Advertisers (AANA) have both welcomed the moves from the government.
ASB CEO Fiona Jolly reiterated the success of self-regulation in Australia despite the actions of Wicked Campers to ignore ASB rulings.
“The advertising self-regulation system has more than 99% compliance by industry with determinations of the Advertising Standards Board,” Jolly says.
“The advertising industry demonstrates extraordinary commitment to ensure the self-regulatory system is effective - there is no place for rogue advertisers. We will continue to work with the advertising industry, consumers and governments to maintain an effective system of advertising self-regulation.”
The laws are expected to be put before parliament by the end of the year.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.