It was in 2013 that women’s surf brand Roxy was slammed for their sexist “all sex no surf” Pro Biarritz trailer.

"Breaking Bad" crystal meth reference stylised to look like Dr Seuss Cartoon

Here’s how to make a complaint.

We’ve received feedback from various supporters regarding Channel 7 broadcasting the trailer for MA rated film Fifty Shades Freed, during the Winter Olympics and at times children are likely to be watching.

The trailer included highly sexualised content, featuring a bondage-themed scene in which a woman in lingerie was blindfolded and tied up.

We’ve heard from parents whose children as young as six were exposed to this content while watching the Winter Olympics during the day- one even at 10.30 am.

There are restrictions placed on what content can be shown on TV, and when. Free TV Australia’s Commercial Television Industry Code of Practice lists several codes that apply here:

2.2.3 MA15+ Classification zone. Subject to subclause 2.3.2(b), material that has been classified MA15+ may only be broadcast between 8.30 pm and 5.00 am on any day.

2.4.2 During Sports Programs and Films classified G or PG which commence before 8.30 pm and continue after 8.30 pm, all non-Program material must be no higher than a PG classification.

2.4.4 A Program Promotion for a Program classified M or MA15+ must not be broadcast during any Program classified G: a) which is principally directed to Children; and b) broadcast between 5.00 am and 8.30 pm.

It is worth noting also that commercials for sexual services are only permitted after 11pm and before 5 am, suggesting a recognition that highly sexualised or adult content should not be broadcast during hours when children might see them.

Make a complaint

You can make a complaint via an electronic form on Free TV Australia’s website. Complaints must contain the date, time, channel and location as well as a brief description of the material. Licensees (TV stations) are required to respond to complaints within 30 days.

Have you made a complaint? Let us know in the comments.

Kenneth Thor, the father behind the petition calling for an end to porn-style Honey Birdette advertisements in Westfield shopping centres, is continuing to keep up the pressure on Scentre Group.

A Collective Shout supporter has been offered a $200 voucher from Ultra Tune after making a complaint to their Head Office. 

In what appears to be a cut and paste form letter, Ultra Tune National Customer Service Manager Tania Plumpton utilises a range of justifications for the company’s routine sexism.

“We are sorry that you hate our advertisements sexist toward women” (sic)

Ms Plumpton assures the complainant that Ultra Tune’s Executive Chairman, Sean Buckley “stands by” the ads (what a relief). Sean Buckley has previously insisted that the ads are funny, despite overwhelming feedback from the public that they are sexist and juvenile.

“Only 300 complaints were made”

According to Ms Plumpton, only 300 people complained about their latest “Unexpected Situations” ad (only 300!) which amounts to “0.006% of the audience”- with the implication being those who objected to the ad were a tiny minority.

It doesn’t work like that. In fact, research on customer complaints suggests that 96% of unhappy customers don’t complain (although 91% of these will not return), or that for every 26 unhappy customers, only one will lodge a formal complaint. Ultra Tune received 300.

Those of us who have ever made a formal complaint about an advertisement to the ASB know how difficult this process can be. The fact that more complaints are not being made is not an indication of community acceptance, but rather, a difficult and ineffective complaints process.

As advertising is not pre-vetted, it is up to members of the community to find the time to make a formal complaint for offending ads to be investigated in the first place. Many people are not aware that they can even make a complaint, or who they might complain to. Complainants must be able to describe the ad, including the channel it was on and at what time. Many others may be dissuaded from making a complaint given the process has consistently failed to lead to any successful outcome, leaving complainants to believe that making complaints is a waste of time and deterring them from bothering in the future.

This is not evidence of a successful advertising regulation system, it’s just the opposite.

Convicted rapist Mike Tyson went through a “dark period”

Ultra Tune’s latest ad went a step further, featuring convicted rapist Mike Tyson. The former boxer who bragged about beating his wife and described his enthusiasm for enacting sexual torture on women has “deep regret and remorse” for the “dark period in his life”, presumably, the time when he raped a woman and bashed his wife. Ultra Tune defends their decision to feature a convicted rapist in their ad because Tyson has appeared in other movies.

Sean Buckley gives money to sports

The letter goes on to boast about Sean Buckley’s “generous support” of local combat sports that would “simply cease to exist”, with athletes who “would not be able to realise their dreams within this sporting arena”. It is unclear what any of this has to do with complaints about Ultra Tune’s consistently sexually exploitative advertising.

Sexism sells so Ultra Tune will continue to profit from sexploitation

Ms Plumpton then argues the sexist advertising is effective, resulting in a steady growth in sales. Evidently ethics and corporate social responsibility have little weight so long as Ultra Tune can profit from the exploitation of women.

 The letter concludes as follows:

“We take all of our complaints very seriously and whilst we disagree with your thoughts on our advertisement, we would like to extend to you a $200 voucher that you (or your family) can use in the next 12 months at any of our Ultra Tune centres throughout Australia.”

Ultra Tune believes that they can convince consumers to overlook their sexist advertising with a mere $200.

TAKE ACTION:

Have you made a complaint to Ultra Tune? Contact their Head Office today and ask for your $200 voucher: [email protected]

Sign and share Brianna Louwen’s petition to Ultra Tune Head Office

Men respond to Ultra Tune sexism- Collective Shout

Watch Mike Tyson’s awkward interview on Sunrise

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.

25 Reasons Why Ad Industry Self-Regulation is a Disaster

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.

Read the ASB’s media release in full.

See also:

Why is the advertising industry still promoting violence against women?

Collective Shout community responds to ASB failures

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

Honey Birdette sexploitation highlights Ad Standards Board incompetence. 

Take action today, Thursday 30^th November.

Consumers call on Westfield to exercise corporate social responsibility in National Day of Action.