In Hopefully The Last Piece Of News About The MLA Lamb Ad, ASB Dismisses Complaints

In Hopefully The Last Piece Of News About The MLA Lamb Ad, ASB Dismisses Complaints
SHARE
THIS



The most complained about ad in Australia’s history has been deemed fit for viewing and not in any breach of the code of ethics.

Yes, MLA’s Australia Day ad is still making news, but now it’s not the complainants making the news (all 600-and-something of them), but the Advertising Standards Bureau, dismissing all complaints about violence against vegans, racism and more.

At a meeting of the advertising standards board on Monday, the ASB came to the decision, releasing hundreds of pages of explanation and documentation to justify its decision. The board’s decision covers all versions of the advertisement.

The longest version, which only runs online, is two minutes, and has amassed around 1.7 million views on YouTube. The television version of the advertisement runs for 30 seconds.

The MLA advertising campaign encouraging people to eat lamb has become an annual event on Australia Day.

In a statement the MLA said it welcomed the decision.

“The advertisement has been viewed more than 4 million times across media channels and feedback remains overwhelmingly positive,” it said.

In case you’ve been hiding under a rock somewhere and missed the controversial spot, here it is:

Some of the statements regarding complaints included:

“The Board considered that the response from Lee Lin Chin to the news of the man being vegan is one of disappointment and a sense of failure associated with the whole operation and not being able to bring this patriot back to Australia because he is now vegan. The Board noted that the advertisement as a whole is intended to be humorous and has a movie-style theme to it.

“The Board noted that it had previously considered advertisements for other products (Budget Direct Captain Risky 0024/15) where the comedic and unrealistic nature of the advertisement as a whole created an overall tone that was humorous and fantastical and that the movie-style nature of the advertisement was evident to viewers. In the Board’s view, the comedic nature of this ad.

“The Board considered whether the vegan man is given ‘unfair or less favourable treatment ‘. In the Board’s view the man is not treated unfairly. He is not taken back to Australia – but this is not seen as being unfair to him as it appears that he does not want to eat meat so would not want to return to Australia for that reason. (side note: this is definitely the best line in the whole document).

“The Board first considered complainants’ concerns that the advertisement is discriminatory towards Indigenous Australians because of the reference to ‘Operation Boomerang.’ The Board noted that most members of the community would be familiar with the origins of a boomerang and its connection to Indigenous Australians. The Board also noted however the Macquarie Dictionary definition of boomerang to include a colloquial meaning of ‘something that is expected to be returned.’

“Finding that the advertisement did not breach the Code of Ethics, the Board dismissed the complaints.”

Hooray! Fingers crossed everyone now calms the eff down and gets on with it.

Please login with linkedin to comment

Latest News

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X
  • Campaigns

Apple Revists Muhammad Ali’s ‘I Am the Greatest’ Speech In New Ad For The X

Apple has gone for a simple but highly effective campaign to promote the selfie taking ability of its new iPhone X, employing boxing great Muhammad Ali’s famous 1963 “I Am The Greatest” speech. The ad shows simple selfie photos taken by the phone as Ali’s hubris plays over the top. Ironically, the ad plays on the narcissism of […]

by B&T Magazine

B&T Magazine
Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]