Not wicked, just misogyny on four wheels

Shoppers continue to #boycottwestfield over their lack of action regarding banned Honey Birdette posters

Guest blog post from "one angry mum"

Parenting is hard at the best of times. You want to make the right decisions for your kids so that they grow up to be well rounded, compassionate, kind human beings. You hope that you can instil in them a sense of justice, that they would change the world and make it a better place. With so many horrific stats around male violence against women in this country I see it as my duty to raise my son to respect women. To see them as fully human, rather than sexualised, objectified things. The research on this is clear on the links between objectification and violence against women.

That is why I am intentional about what we watch, what we listen to, the way I speak about others. Because although he is young, he is listening, he is watching, and he is learning. The foundation is being set on who he will be and how he behaves in the future. A simple trip to Westfield to get groceries shouldn't threaten that. 

On July 20 2018 as we walked through the centre my son sat proudly in the trolley, eyes open wide at all the lights and shiny, fun things around him. And then we passed it....a huge blown up poster in the front window of Honey Birdette. This poster was far beyond the type of imagery you should expect to see in a public place frequented by children. They way the model was styled and posed was hyper-sexualised. The particular garment she was wearing was transparent. Why should my toddler be exposed to that when I'm walking through a Westfield to get groceries?  

So I went home and typed up a complaint to Ad Standards. I was certain this ad could not be in line with their code of ethics. I received an email from them six days later (on the July 26) that the panel were going to consider my complaint. 

On Aug 24 I finally heard back from Ad Standards. Five whole weeks after I lodged my complaint. I was pleased to read in their correspondence that that had in fact upheld my complaint. 

The Panel noted that the bra the woman was wearing was sheer and considered that there was a strong suggestion that her nipple was visible. The Panel noted that the design and cut of the lingerie featured in the advertisement left a large portion of her breasts visible and that this imagery did contain a high level of nudity.

The Panel considered that the level of nudity was at the higher end of the scale and as such the image included on a poster that is visible to members of the community standing outside the business was not appropriate for the relevant broad audience which would likely include children.

The Panel determined the advertisement did not treat sex, sexuality and nudity with sensitivity to the relevant audience and did breach Section 2.4 of the Code. Finding that the advertisement breached Section 2.4 of the Code, the Panel upheld the complaints.

Ad Standards has released a blog post naming the top ten most complained about ads so far in 2018. The list includes serial sexploitation offender UltraTune (#3) and the trailer for BDSM themed film ‘Fifty Shades Freed’ (#6).

From the post:

Community concerns about sexually suggestive content in advertising headlines the top 10 list of most complained about advertisements to 30 June. Concerns about violence are also highlighted.

So far this year Ad Standards has processed over 4,000 complaints, an increase of over 1,000 compared to the same period in 2017.

UltraTune have a reputation for sexually objectifying women in their advertising, depicting them as stupid and incompetent drivers- and they did so here. According to them, the vilification and humiliation of women is hilarious. Predictably, Ad Standards found that the women’s outfits were “not overly revealing” and they are shown to be “confident and in control”, and dismissed complaints. 

Why is a rapist fronting a major TV campaign?

The commercial, featuring convicted rapist Mike Tyson, attracted a whopping 134 complaints. Despite the overwhelming number of complaints over yet another UltraTune commercial that depicted women as brainless yet sexy, Ad Standards dismissed complaints.  

It is clear that Ad Standards view of “community standards” is not in line with actual community standards.

See also:

25 Reasons Why Ad Industry Self-Regulation is a Disaster

Ad watchdog in Australia a dismal failure – ASB “failing to protect children”, says President of Australian Medical Association

Why Australia Should Follow France's Lead on 'Degrading' Sexist Advertising

Honey Birdette sexploitation highlights Ad Standards Board incompetence. 

The Advertising Standards Board has upheld complaints against Honey Birdette’s sexist ‘Office Party’ advertisements, featuring fully clothed men in suits alongside lingerie clad women. However, this ruling accomplishes very little, given Honey Birdette replaced this ad over a month ago with their “Sorry Kids, we gave Santa the night off” ads depicting Santa spanking a model.

This latest development only serves to highlight the Advertising Standards Board’s ongoing failure to adequately regulate sexist advertising, and the willingness of stores like Honey Birdette to exploit an ineffective system of advertising regulation.

In response to this issue, Collective Shout supporter and petition starter Kenneth Thor has taken the fight against Honey Birdette sexploitation and the ASB’s inability to address it to members of parliament. In a letter to Victoria MP Rachel Carling Jenkins, Kenneth has highlighted the many failings of the Advertising Standards Board:

Pic credit MTR/Caters Media

I write to ask for your support in putting an end to porn-style advertising being allowed in family friendly shopping centres and amending the current legislation (or lack of) around Advertising Standards.

Serial offenders like Honey Birdette exploit broken advertising system

The Advertising Standards Bureau (ASB) has upheld no less than 9 out of 21 complaint case reports against Honey Birdette over the years. Honey Birdette have been ordered to take down highly sexualised and offensive posters from their shop windows, but they replace them with something just as bad or worse.

In this current system, as long as the advertiser takes down the ad eventually (in their own good time), it is registered by the ASB as a compliance. It does not matter if the replacement advertising is as bad or worse, it is considered a separate ad and requires a new set of complaints to be lodged. For example, in the last 5 months, they have been ordered to replace 4 ads!

Each case report consists of multiple complaints and requires the arduous effort of lodging complaints, waiting, sending in photo evidence, waiting up to 3 months, while the damage is already done. The worst thing is, there is nothing stopping the advertiser from breaching the code again. They can go through this process every day for the next ten years and the ASB will still register them as compliant, and the ASB can still boast about how effective self-regulation is with a 100% compliance rate. It is the biggest joke.

"“…‘hot’ is an imprecise term… ‘hot girls’ does not clearly identify any group of women who could be considered to be unfairly treated"

"the women are clothed in futuristic attire and positioned with their ‘weapons’ in an empowered way"

Originally published on The Conversation

Advertising and sex are two of the oldest professions in the world. Indeed, one of the earliest uses of advertising was to advertise sexual services; prostitutes in Ancient Greece carved ads into the soles of their sandals so that their footprints read: “Follow me”.

Sex and sexism, however, are different things. One is fun and most people do it at some time in their lives; the other is offensive and should never be done at all. But if recent events – from Eddie McGuire to Steve Price – are any indication, it seems sexism, like porn, is something you only know when you see it.

If you need to know how this plays out in advertising, the award-winning Game of Balls ad is sex-in-advertising. The Ultratune ads are sexism in advertising, as is the campaign using pre-teen models in sexualised poses to advertise dancewear.

A few months ago, we were alerted to Perth based coffee bean distributor Fresh One, a brand that was posting pornographic advertising on their Facebook page to promote coffee beans.

Wicked Campers ignores ad standards again with ‘fat girls are harder to kidnap’ slogan

[UPDATE 23rd April] – Wicked Campers breaches Ad Standards for the fourth time this month

Wicked Campers has once again violated Advertising Standards with its latest slogan “fat girls are harder to kidnap.” The vehicle hire company is a repeat offender, well known for printing vile and degrading slogans on its vans.

Click here to read the Ad Standards Board case report