Yesterday I took two of my children into town for ice cream. This is what they were exposed to on a busy Perth street.
Ad Standards has previously dismissed complaints over this same venue’s ‘Miss Nude’ billboards, on the basis that “based on the location of the building, the audience likely to be frequenting the area are generally customers of the venues and that... this is the relevant audience.”
But the “location of the building” is a busy street in Perth- one with restaurants, ice cream stores, a bookstore, library and Time Zone, and the audience is everyone. Why do sex industry interests trump kids rights? If public spaces include adult venues, do they become off limits to children Ad Standards? Are children not welcome in public spaces?
The harms from everyday exposure to sexually objectifying imagery like this are well-established. With twenty years of empirical research, 135 studies found across 109 publications, there is no shortage of research into the negative effects of sexual objectification. Consistent evidence found that:
"regular, everyday exposure to [sexually objectifying portrayals of women] are directly associated with a range of consequences, including higher levels of body dissatisfaction, greater self-objectification, greater support of sexist beliefs and of adversarial sexual beliefs, and greater tolerance of sexual violence toward women. Moreover, experimental exposure to this content leads both women and men to have a diminished view of women's competence, morality, and humanity."
What is the message being communicated to my daughter about women and girls? What do images like this teach her about how her body should look, where her value lies and who she should aspire to be? What do these images teach my son about what women are for? How does this near constant backdrop of sexist and sexualised images of women’s bodies prepare them for adult life and relationships? This view of women as endlessly sexually available is so normalised and accepted it is routinely broadcast on billboards and shopfront windows and nobody even blinks. How does this perceived acceptance of women as sex objects impact young people’s understanding of women and their place in the world?
Ad Standards consistently allows the sex industry to target children.
This photo of a billboard advertising a strip club was taken from a Brisbane boys school. Ad Standards dismissed complaints, and ruled the strip club ad treated sex, sexuality and nudity with sensitivity to the relevant audience- school children.
Ad Standards gave the green light to Honey B’s strip club billboard outside a school:
Ad Standards allowed sex industry exhibition Sexpo to advertise on school buses, including one emblazoned with the slogan "The most fun you can have with your clothes on" and others complete with URLs to hardcore live-streaming pornography.
Read about our legal victory against Sexpo here.
A life size poster of this image was located on a busy Adelaide street. Ad Standards ruled this outdoor advertising was not in breach of industry codes and standards because "the image is relevant to the advertised product". The product was women, for men's sexual use.
Our current system of ad industry 'regulation' is broken. The harms of sexualising children are well-established, but the commercial interests of advertisers are time and again prioritised above children's rights and wellbeing. The ad industry was put on notice 8 years ago that they had one last chance to turn things around. The industry has proven that it cannot be trusted to regulate itself. It's time for a change.
See also:
Ad Watchdog in Australia a dismal failure
25 Reasons Why Ad Industry Self-Regulation is a Disaster
Reclaim public space by reforming our advertising regulation system- Ask Your Candidate
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