Discrimination trumps sex as most offensive issue in advertising

Discrimination trumps sex as most offensive issue in advertising
SHARE
THIS



Australians complained more about discrimination and vilification in advertising than they did about sex and sexuality last year, the Advertising Standards Bureau (ASB) has revealed.

The issue of discrimination and vilification was the most dominant issue raised by complaints in 2012, accounting for 28.5% of all complaints – an increase from 20.7% in 2011.

It trumped the portrayal of sex and nudity, which was consistently the most complained about issue for five years until 2012.

According to the ASB, a reason for this change is the introduction of a new section of the code – objectification – which took effect early last year.

With that new section in place, issues of sex, sexuality and nudity accounted for 23.%, and complaints of objectification accounted for almost 14% in 2012.

Statistics also reveal that Australians are getting more conservative about what they consider appropriate language. Complaints concerning language doubled from 6.1% in 2011 to 12.2% in 2012, which is the highest recorded percentage of complaints regarding language since statistics were recorded in 2005.

The ASB suggested these figures could have been inflated by the most complained about ad for 2012 – Johnson&Johnson's Carefree ad which used the word vagina.

Issues around health, safety and violence received less complaints than they did in 2011, as did complaints relating to food and beverage.  

The majority of complaints (65.5%) related to advertisements shown on television, a marked increase from the 2011 figure of 44.2%.

In 2012, the ASB separated the Internet medium into Internet and Internet- Social Media to capture new forms of advertising. Internet advertising attracted the second highest percentage of complaints, 7.8% and internet-social media accounted for 2.6% of all complaints.

Transport complaints accounted for 1.5% of all complaints and outdoor represented 1.4%. A noteworthy decrease from 2011 was for billboard complaints decreasing from 26.4% in 2011 to 4.8% in 2012.

Print media complaints remained consistent with previous years at almost 5%. Other mediums attracting complaint included radio (4.1%), pay TV (2.9%), poster (1.9%), cinema (1.4%) and mail (1.2%).

Please login with linkedin to comment

Latest News

Study: British Monarchy Valued at $118 Billion, But Only Costs The Taxpayer $7.90 A Year
  • Marketing

Study: British Monarchy Valued at $118 Billion, But Only Costs The Taxpayer $7.90 A Year

A new study into the Royal Family and its contribution to the UK economy should have the republicans rethinking the whole thing. The study, by business valuation consultancy Brand Finance, found the Royals are now worth a staggering £67.5 billion or $118.35 billion Australian dollars. If you so wish, you can read Brand Finance’s full Monarch Finance report […]

by B&T Magazine

B&T Magazine
Denstu Aegis Network Unveils New Name For Dentsu Mitchell
  • Advertising
  • Media

Denstu Aegis Network Unveils New Name For Dentsu Mitchell

Dentsu Aegis Network (DAN) has announced the re-launch of media agency Dentsu Mitchell as dentsu X in Australia. In alignment with its global sister agencies, dentsu X’s launch into the Australian market follows the rebrand of DAN’s media specialist, Dentsu media, earlier this year. The launch of dentsu X takes effect immediately and will involve […]

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador
  • Marketing

Fintech Start-up InstaReM Names Aussie Cricketer Matthew Wade As Brand Ambassador

InstaReM, which offers international money transfers to individuals and businesses, has signed on Australian wicketkeeper Matthew Wade as the sports face of the brand. InstaReM lists Australia as its founding market, having begun life here in 2014. Since the company’s modest start in Australia, InstaReM has since successfully spread its wings to other corridors by […]

Arnott’s Launches Its ‘Santa’s Big Night’ Christmas Campaign Via TKT
  • Campaigns

Arnott’s Launches Its ‘Santa’s Big Night’ Christmas Campaign Via TKT

Arnott’s has launched its 2017 Christmas campaign via TKT Sydney, the first Christmas film for the quintessential Aussie brand. The campaign tells a unique Christmas story and puts a modern twist on the tradition of leaving a biscuit out for Santa. Tapping into the spirit of giving at Christmas, the film is a humorous insight […]

Clems Sydney Announces Five New Creative Hires
  • Advertising

Clems Sydney Announces Five New Creative Hires

Clemenger BBDO Sydney today announced five new creative hires – its second major injection of talent into the creative department since Ben Coulson, chief creative officer, joined the agency earlier this year. Vanessa Robinson moves over from M&C Saatchi Sydney to join as a senior art director partnered with Josh Aitken. Prior to M&C, she […]

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
**FILE*** A Thursday, Oct. 21, 2010 file photo the Sydney Head Office of Network Ten in Pyrmont, Sydney. Network Ten's Wake Up program and its early, morning and late news will be axed from Friday. (AAP Image/Lee Besford) NO ARCHIVING
  • Advertising
  • Media

Network Ten And MCN Reaffirm Sales Agreement Following CBS Sale

Network Ten and Multi Channel Network (MCN) have today reaffirmed that the sales representation agreement, which sees MCN manage the advertising interests for TEN, ELEVEN, ONE and the online catch-up streaming platform tenplay, will continue. Since the agreement was made in 2015, the Network Ten and MCN trading relationship has been an outstanding success. In […]

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.