UltraTune opted to screen their ads during the Australian Open while families were watching the tennis. You can read about them in our earlier blog post here.
We encouraged people to lodge a complaint with the Advertising Standards Board – some did so for the very first time. Yesterday we heard the news that the Advertising Standards Board had upheld the complaints against UltraTune’s ad.
The Advertising Standards Board’s response said:
The Board noted that the intent of the advertisement is to depict two women unexpectedly breaking down – with the advertiser suggesting that regular services from Ultratune will prevent such an ‘unexpected situation.’ The Board accepted that the intent of the advertisement is to show an unrealistic situation. However the Board considered that the women are depicted as unintelligent in the way in which they sit passively, with blank faces, in the car on the train tracks and also in the way they appear to not notice the oncoming train. This behaviour, in the Board’s view, makes the women appear unintelligent and presents them in a stereotypical helpless female situation.
In the Board’s view, the depiction of the women’s reaction to their situation is a negative depiction of women and does amount to vilification of women. The Board considered that the advertisement did portray or depict material in a way which discriminates against or vilifies a person or section of the community on account of gender and determined that the advertisement did breach Section 2.1 of the Code.
UltraTune responded saying they “intend to seek an independent review of the Board’s decision” and “vigorously dispute these findings”. UltraTune executive Chairman Sean Buckley still has the ad available on his YouTube channel at the time of writing.
UltraTune’s refusal to comply with the ASB ruling raises some serious questions about the effectiveness of ad industry self-regulation. The ASB has no power to compel advertisers to abide by its rulings, nor are there any penalties for advertisers who refuse to do so. Companies who have failed to act in line with ASB rulings in the past include Aussie Boat Loans, Wicked Campervansand more recently sex shop Honey Birdette, who posted on their Facebook page ”Nobody tells Honey Birdette to take down her signage!”
It is clear that industry self regulation is not working.
More comedy gold from the ASB: except we’re not laughing
It’s no secret that the advertising industry’s preferred model of regulation, self-regulation, has failed. Despite various government inquiries exploring the many flaws in the current system, as well as condemnation from child health professionals and the Australian Medical Association (AMA) the advertising industry has been given free reign to regulate themselves to the detriment of the community, in particular, children.
In 2012, AMA President Dr Steve Hambleton called for a new government inquiry into the sexualisation of children in advertising to protect the health and development of children. He said,
“These are highly sexualised ads that target children, and the advertising industry is getting away with it.
“There is strong evidence that premature sexualisation is likely to be detrimental to child health and development, particularly in the areas of body image and sexual health.
“The current self regulatory approach through the Advertising Standards Bureau is failing to protect children from sexualised advertising.”
We encourage supporters to utilise the complaints process when they come across hyper-sexualised advertising they suspect could be in breach of advertising codes. Many feel understandably frustrated as the ASB continues to dismiss valid complaints while simultaneously claiming that self-regulation is working well and this is evidenced by the fact they rarely uphold complaints! We’ve highlighted some of our previous complaints below to illustrate the great lengths the ASB goes to in order to excuse sexualising and adult sexual content in advertising.
Love and Rockets, Billboard
The photo of this billboard was taken from a Brisbane boy’s school. The ASB noted that it is not illegal for the sex industry to advertise outside schools and ruled that this billboard advertising a strip club to children treated sex, sexuality and nudity with sensitivity to the relevant audience (school children) as it did “not show include explicit nudity”.
Schick for Men, Social Media video
In response to Schick’s commercial featuring a woman stripping off her clothes to sell men’s razors, the ASB said,”The Board noted that although the woman does remove her clothing…her breasts are covered by text on the screen. It was not sexualised.”
Supre Jeggings, TV commercial
The clothing store popular with teens and pre-teens released this ad to promote their new range of Jeggings. The ASB responded, “The woman was not posed in a sexualised manner.”
Lee Jeans, Billboard
It may come as no surprise that this image is part of a larger collection of photos by photographer and accused rapist Terry Richardson, with a reputation for porn-themed photo shoots and for sexually exploiting young models. The ASB said,
“There is no nudity [and] the woman’s pose was not inappropriately sexual.”
“Consumption of this style of lollipop is now common amongst people over 18.”
River ‘Get Excited’, Catalogue
An image of a woman who appeared to be nude aside from thigh high stockings, with her legs apart and her arms covering her private parts was “not overtly sexualised”, said the ASB.
The Firm Gentleman’s Club, Poster
We couldn’t locate a photo of the original poster, however it is the same (life-size) image as shown here on their website.
This life size poster was located on a busy Adelaide street. The ASB 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.
Target Fifty Shades Lingerie, Billboard
The ASB said the billboard of a faceless woman reclining in lingerie complete with suspenders “[did] not present strongly sexualised imagery and is not inappropriate for viewing by a broad audience including children.”
Xotica Strip Club, Billboard
A supporter shared her frustration on encountering this large billboard while taking her children aged four through seven out for lunch. The ASB dismissed complaints about the billboard because the ad “[did] not show any private parts of the woman.” They went on to say:
“In the context of an advertisement for an adult venue the images of the women are not exploitative and degrading.”
“The building which is located in an area which contains a high proportion of adult venues…based on the location of the building, the audience likely to be frequenting the area are generally customers of the venues.”
UltraTune, TV Commercial
UltraTune used two dominatrix women brandishing whips and feigning arousal at the sight of tyres and car accessories for the enjoyment of a male staff member to promote their car service centres and accessories. The ASB dismissed complaints, ruling the dominatrix women were “relevant to the product” being advertised.
“Fresh One” coffee
Perth coffee brand “Fresh One” unleashed a series of porn inspired advertisements on its Facebook page earlier this year. The board upheld complaints against some of the ads, but dismissed complaints against others.
The Ad Standards Board dismissed complaints against this ad featuring a woman pouring milk over her chest.
“The Board noted that the woman is voluntarily pouring the milk over herself.”
“…the image is not exploitative or degrading, with references to ‘bathing in milk’ often associated with luxury (Cleopatra for example) rather than any demeaning activity.”
And this just in!
ASB dismisses complaints against General Pants Pornified “Wet Dreams” ad campaign. Read more here.
This is what industry self-regulation looks like.
The argument that adult, sex industry advertising can be justified in public spaces raises several questions. Do children and young people no longer have a right to be in a public space? Is it permissible for billboards to include sexually explicit content if they are promoting the purchase of women for sex? Do the rights of the sex industry to market itself to the masses take precedence over children’s rights to healthy development?
The Advertising Standards Bureau is a joke. As best-selling author and psychologist Steve Biddulph said, “The UK has an advertising watchdog that actually takes action. Australia has a watch tortoise that might have died.”
It takes a village to raise a child. We often hear from parents who feel overwhelmed and powerless to raise healthy children when the wider culture is undermining their attempts at every turn. Parents need the government and regulatory bodies to do their part in providing a safe environment for children.
Objectification of women should be recognised as discriminatory practice
The Senate Legal and Constitutional Affairs References Committee, Review of the National Classification Scheme: achieving the right balance (June 2011) recommended that “community concerns about the sexualisation of society, and the objectification of women” be taken into account as a key principle in every classification decision (Recommendation 2). This reflects the core message of Collective Shout that women must never be depicted as mere objects for the sexual satisfaction of men.
We were particularly supportive of recommendations 4 and 8, which related to issues of objectification of women as forms of discriminatory practice. It is remarkable that in the ASB’s view, as cited in the report, objectification of women was not seen as contrary to the prohibitions on discrimination and vilification.
Clearly the self-regulatory system has been found lacking!
Industry has been warned, has had its chance to voluntarily self-regulate, and has conspicuously failed to act at the level required. The evidence of the past years of minimal response by industry shows that the market culture around this issue will not shift without stronger government initiative.
People power forces Wicked Campers to withdraw misogynistic marketing
Wicked Campers withdraws sexist slogans from vans after 110,000-strong change.org petition; petition starter Paula Orbea says it’s a “people powered win against sexism”
The campervan company at the centre of a people-powered revolt over sexist van slogans has today issued an apology and committed to reviewing and removing sexist or misogynistic marketing from all vans in the next six months.
Paula Orbea, the Sydney school teacher who started the 110,000-strong change.org petition against Wicked Campers says it’s a stunning people-power victory against sexism, with the result coming just four days after starting the petition.
In an email from Wicked Campers received by Paula, she says they’ve offered a personal apology, have now removed the sexist slogan Paula’s daughter saw, committed to reviewing and removing insensitive slogans from all vans in the next six months. The statement reads: “Wicked Campers Owner, John Webb wishes to acknowledge the prevailing community opinion by REMOVING the slogan in question and making a commitment over the coming six months to changing slogans of an insensitive nature.”
Wicked Campers have been at the centre of numerous ad watchdog complaints and social media backlashes in the past, and Paula says that it was the change.org petition which gathered more than 110,000 sigantures that made the difference.
“I’m overjoyed at the result, and commend Wicked Campers for eventually listening to consumers that their misogynistic slogans weren’t acceptable.”
“This was a people power win. The change.org petition worked just as it intended, with more than 110,000 people signing, it was an overwhelming show of community support.”
“The kind of sexism and misogyny on those Wicked Campers vans isn’t trivial – it’s degrading to women, harmful for our children to consume, and condones a rape culture that sees one-in-three Australian women sexually assaulted in their lifetimes.
“I’m pleased my daughter said something, and that we stood up against it. It’s important that we call out sexism wherever it exists – and my change.org petition enabled me to actually make a difference and win change.”
Paula is urging those offended by the vans to continue to call out examples of misogynistic and offending vans by contacting the company and posting on social media about them – and she will be monitoring the company’s progress in removing offending slogans.
Karen Skinner, Australian Director of change.org says it’s an example of the growing success womens activism is having through online petitions.
“More than ever before, women are calling out everyday sexism and fighting back through social media and change.org petitions.”
“Online tools are giving women the ability to join together and achieve change incredibly quickly, in stark contrast to the individual complaints processes.”
“Women’s rights issues are among the most popular on change.org, and women make up more than 60% of our most active users. There’s a growing community going online and winning on these once-ignored issues.”
Unanimous vote for Greens anti-Wicked Campers motion in Senate
The Senate has unanimously passed a Greens’ motion condemning the sexist, misogynistic and racist slogans that Wicked Campers have on their hire vans.
“The Senate is sending a strong message that promoting violence against women is completely unacceptable in Australian society,” Senator Larissa Waters, Australian Greens spokesperson for women, said.
“I’m pleased to hear that Wicked Campers have said they will remove the specific slogan that sparked on online petition signed by more than 120 000 people, and have committed to remove more of what they describe as “insensitive” slogans in coming months.
“I wholeheartedly congratulate and thank Paula Orbea, who started the petition after her 11-year-old daughter read the slogan which incited sexual violence against women and girls.
“Paula has shown that by calling out sexism and misogyny, we can put a stop to it, and change the culture that normalises and condones it.
“These sexist slogans promote violence against women, which is sadly a massive problem in Australia.
“One in every three Australian women over the age of 15 have experienced violence and one in every five have experienced sexual violence.
“Most often women know their attacker, with one Australian woman a week killed by her partner or ex-partner.
“Violence against women is certainly no laughing matter – it is a national emergency,” Senator Waters said.
Wicked assigns women and girls to a place of inferiority: Dr Helen Pringle
…Wicked Campers is a serial offender at the Advertising Standards Bureau (ASB), which has formally considered dozens of complaints against the company since 2008. What is most striking over that time is that the ASB has completely failed to counter the campaign of derision and intimidation against Australian girls and women by the company. In fact, in the last two years, Wicked Campers has simply not responded in any way to complaints lodged with the ASB, or to determinations against its conduct by the Bureau. And the Bureau is powerless in the face of the company’s contempt for it….
One of the most egregious violations by the company did not even become the subject of a complaint to the ASB. During the 2012 Queensland state election campaign, a company campervan was painted with a garish cartoon of a naked middle-aged woman, with her legs spread wide apart so as to expose her whole body to the world, and her genitals obscured by two squares, marked as 1 (her vagina) and 2 (her anus). The caption to the cartoon shouted out to its audience, “Tick the Right Box!”. The cartoon represented Anna Bligh, then Queensland premier, who had earlier criticised the company’s use of a racist slogan on a van (“Save a Whale – Harpoon a Jap!”)…
In his book The Harm in Hate Speech, Jeremy Waldron argues that a flourishing and fair society rests on the equal standing and treatment of its members – and on the recognition and assurance of that equality in society’s “signage”. The Wicked camper vans assign girls and women to a place of inferiority and frustrate the assurance of equality to which we are entitled, in public places just as in workplaces. Read full article
Thousands support Sydney mother’s petition against misogynistic Wicked Campers.
Wicked Campers are known for their campervans emblazoned with sexist and demeaning slogans.We’ve written about them before.
One of our supporters, blogger and activist Paula Orbea, decided she had had enough after her young daughter was exposed to a certain van while out with her grandparents. She wrote on her blog:
“A few days ago, I went to pick up my 11 and 7 year old daughters from a holiday stint with my parents. As we greeted each other with hugs, my 11 year old did not hesitate in telling me, with great concern, that she saw something terrible when she was in the car with my dad – a van that said all girls were sluts who want to try it just once.
“So it’s official – something I personally called out has encroached and touched my family directly.”
Paula and her daughter contacted the Advertising Standards Bureau where her young daughter made an official complaint. She wrote, “I am a little girl and I am not a slut.”
Paula recounted her frustration as she discovered a long list of complaints against Wicked Campers for similarly misogynistic and demeaning slogans and imagery. Many complaints against Wicked Campers had been upheld, but Australia’s system of industry self regulation means there is no enforcement of the ASB’s ruling, and Wicked Campers have no obligation to remove the advertising. As such, Wicked Campers are free to disregard the ASB’s ruling and do whatever they want- there are no penalties, fines or legislation in place that would prevent Wicked Campers and other advertisers from using misogyny, racism or homophobia to sell their products.
We have raised this issue before, in submissions to inquiries for advertising and outdoor advertising, calling for a complete overhaul of the current system. We have called for regulation by an independent body rather than the industry itself, as well as pre-vetting of advertisements and substantial penalties for those who continually breach standards and codes, like Wicked Campers.
Paula decided it was time to take action, so she created a petition on change.org calling on Wicked Campers to remove misogynistic and degrading slogans and imagery. Her call to action resonated with many people, with thousands signing the petition and condemning Wicked Campers for their sexist and hateful slogans. Sign Paula’s petition here.
In just two days, Paula’s campaign has sparked national media coverage. Wicked Campers has removed the option to post on their Facebook wall after being inundated with complaints from people now empowered to speak out. This is a great lesson to Wicked Campers and other media and advertisers, that demeaning women to promote products is no longer acceptable and will hurt their business. As such, Paula’s campaign is already a success, and we are thrilled to see people like Paula speaking out.
As author and activist Margaret Mead once said, “Never doubt that a small group of thoughtful, committed, citizens can change the world. Indeed, it is the only thing that ever has.”
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