After years of Collective Shout campaigning, the Advertising Standards Board has announced long awaited changes to the AANA Code of Ethics regarding the use of sexual appeal in advertising.
Figure 1: An example of sexually exploitative advertising permitted in public spaces under the current system.
Previously, under section 2.2 of the code, advertisements were in breach if they were found to be both exploitative and degrading. An advertisement deemed simply exploitative was not in breach. From March, updates to the code mean the use of sexual appeal in advertising cannot be exploitative or degrading.
Collective Shout welcomes this revision of the code. While this is a positive step, there is much more still to be done in order to effectively regulate sexist and sexually objectifying advertising.
While the ASB claims most companies comply with advertising codes and rulings, we’ve spent years documenting and exposing serial offenders such as Honey Birdette, UltraTune and Wicked Campers - companies who continually exploit the weaknesses in the current system of self-regulation to promote their products and services. There is still a long way to go, and we’re not backing down any time soon.