"We are really sorry if anyone has been offended"

Honey Birdette is a serial sexploitation offender. The sex shop, located in shopping centres around the country, has attracted hundreds of complaints for its sexist advertising. 

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

Sexualised Beatles lyrics printed on Wicked Camper

Earlier this year, Ad Standards announced long awaited changes to the AANA Code of Ethics regarding the use of sexual appeal in advertising.

We are very pleased to report that we have successfully defended our movement against legal threats from Sexpo, with the Federal Court in Brisbane dismissing an application  brought against Collective Shout by Sexpo Limited. Sexpo Limited was also ordered to pay Collective Shout’s costs.

It was in May 2017 that we were alerted to public buses servicing school routes in Perth that featured advertisements for Sexpo. The ads included the web address for one of their sponsors, a broadcaster of live streamed sex shows.

Ad Standards dismissed complaints and rejected our request for a review. Case Manager Nikki Paterson claimed that advertising live sex shows on the side of a bus was not a breach of the code. Our petition to prevent similar ads on Brisbane buses, due out the following month, attracted over 5000 signatures.

Brisbane Sexpo ads running on school buses, billboards- News.com.au

Sexpo’s lawyers threatened to sue Collective Shout for damages for “misleading and deceptive behaviour” under consumer law, citing social media posts by two staff members.

Sexpo claimed that Collective Shout was misleading because the bus ads promoting MyFreeCams.com did not share a url, and only included the words ‘My Free Cams’ with no .com to follow. They also denied that the image existed on a bus or any other physical medium. Take a look at a range of photographic evidence that proves otherwise:

In the weeks following the release of our petition, the ‘.com’ from the following billboard was blacked out:

Last month, The Honourable Justice Reeves dismissed Sexpo’s application against Collective Shout, concluding:

I do not consider Sexpo has established that it held a reasonable belief that it had suffered any harm to its commercial reputation as a consequence of Collective Shout’s alleged representations such that it may have a right to obtain relief in a claim against it. Sexpo’s application under r 7.23 must therefore be dismissed. I will order accordingly.

Justice Reeves also noted that Sexpo provided more than 500 pages of affidavit material in connection with their application, yet only three paragraphs were directly devoted to the existence of Sexpo’s belief about its right to obtain relief from Collective Shout, an argument ultimately rejected by the judge. Real the full judgment here.

The ruling against Sexpo is a significant victory- not just for Collective Shout and our supporters, but for all those who support the rights of children to live free from pornography. The sex industry in Australia has been permitted to target children with advertising for pornography and prostitution in public spaces for too long, and we are more committed than ever to stand up for the rights of children.

See also:

Sexpo organisers take on prominent feminists in Federal Court- Courier Mail 

Brisbane Sexpo ads running on school buses, billboards-News.com.au

Sexpo loses federal court bid against anti-sexualisation organisation- Brisbane Times

Corporate Paedophilia: Ad Standards Board justifies promoting porn sites to children

Last year, father of three Kenneth Thor started a petition calling on Westfield to stop Honey Birdette’s consistent sexist and porn-inspired imagery in shopping centres across the country.

The following is a complaint to Ad Standards we received from a supporter. The complaint was made in response to a Bras N Things advertisement featuring a woman wearing nothing but lacy panties and in bold red font, the words “THE TAKE IT ALL OFF SALE.”

A Melbourne based shoe designer has attracted complaints over a sexually objectifying image on their Facebook page depicting a series of semi-naked, headless women wearing their shoes.

Car parts and services chain Ultra Tune have a long history of sexually exploitative advertising. From rubber-clad dominatrix women brandishing whips and feigning arousal at the sight of tyres, to countless ads perpetuating sexist stereotypes of women as ‘dumb blondes’ who can’t operate their vehicles and who accidentally drive off of cliffs, Ultra Tune has attracted a massive amount of complaints, from men and women.