Advertising watchdog Ad Standards has dismissed a complaint concerning unsafe behaviour in a TV advertisement from supermarket company Woolworths.
The ad features a tractor in a shed on a farm moving a bale of hay. There is a man and child standing on the other side of a fence watching, then two other children run into the shed.
Ad Standards received two complaints which raising concerns of a farm safety issue.
"Children should never be around farm equipment, especially a tractor with a load on the front, it’s impossible to see," one complaint said.
"I hate being a 'Karen' and I realise the ad was probably done by city people but as a retired rural policeman and farmer I’ve seen child deaths on farm and it was probably the worst experience of my career."
In response, the advertiser denied any breaches of advertising codes and noted the appropriate measures were adopted (and depicted in the ad) to ensure the scene portrayed a safe farming environment.
"A Safe Operating Procedures and Safe Work Method Statement... rated the scene as low risk (rare and insignificant) due to the safety factors set out above being in place. This was the lowest risk rating that could be provided," a Woolworths spokesperson said.
In agreeance, Ad Standards found no breach and dismissed the complaint.
"The tractor is shown being operated on the other side of a fence to where the children are... there is a supervising adult standing near the fence, who would be able to ensure that the children did not climb the fence or go near the equipment that was being operated," the Panel stated.
"The Panel considered that there was nothing in the short scene which would be contrary to Prevailing Community Standards on health and safety."
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