UltraTune and Honey Birdette top most complained about ads list for 2016

The Advertising Standards Bureau (ASB) have released their list of most complained about ads for 2016. 

“Discrimination and vilification is consistently one of the most complained about issues, along with sex, sexuality and nudity,” ASB Chief Executive Officer, Ms Fiona Jolly said.

UltraTune and Honey Birdette both featured in the top ten most complained about list with two of the complaints being upheld and two being dismissed. 

Ultra Tune Australia - 0024/16 - TV – free to air
Two women in skin tight outfits dancing with the tagline ‘we’re into rubber’.
Dismissed
No. of complaints: 418
Issues of concern: Section 2.1 - discrimination, Section 2.2 - exploitative and degrading and Section 2.4 - sex, sexuality and nudity.

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Ultra Tune Australia - 0020/16 - TV – free to air
Two women are in a car which breaks down on train tracks.
Upheld
No. of complaints: 208
Issues of concern: Section 2.1 - discrimination, Section 2.2 - exploitative and degrading and Section 2.4 - sex, sexuality and nudity.

Ultra Tune Australia - 0040/16  - TV – free to air
Two women are in a car which goes off a cliff after being put into the wrong gear.
Dismissed
No. of complaints: 113
Issues of concern: Section 2.1 - discrimination, Section 2.2 - exploitative and degrading and Section 2.4 - sex, sexuality and nudity.

Honey Birdette – 0217/16 - Poster
Window poster showing woman from behind in revealing underwear.
Upheld
No. of complaints: 59
Issues of concern: Section 2.1 - discrimination, Section 2.2 - exploitative and degrading and Section 2.4 - sex, sexuality and nudity.

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These two companies have continually breached advertising standards for which there are no penalties. Majority of complaints are dismissed because the code of ethics does not cover sexism or objectification. 

We continually call for the advertising code of ethics to be updated. If you have not already done so please sign our petition here


Read more: 

A code of ethics that ignores sexism is a roadblock to equality

Why is the advertising industry still promoting violence against women?

25 Reasons Why Ad Industry Self-Regulation is a Disaster

 


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