MLA Ad Accused Of Racism Towards White People- Ad Standards Says ‘No’

MLA Ad Accused Of Racism Towards White People- Ad Standards Says ‘No’
SHARE
THIS



Meat & Livestock Australia (MLA) spring lamb campaign which was praised for including all Australians no matter what their race, religion, gender, sexual orientation, age or ability has been accused of reverse racism- because white men weren’t given enough air time.

The Advertising Standards Board (ASB) received a whole host of complaints that the ad vilified white people and was racist towards young white men.

Check out the MLA campaign ‘You Never Lamb Alone’, created by The Monkeys, stars Cathy Freeman, NRL star Greg Inglis, model Samantha Harris, TV presenter Luke Jacobz, transgender comedian Jordan Raskopoulo and actor Arka Das.

Here’s just a sample of the complaints:

  • Racism. I’m anti-racist no matter what race is being vilified including white people. This advertisement clearly states ‘too many WHITE people’ in its commercial which is highly offensive.
  • It’s easy to associate the Australian aboriginal with only eating kangaroo but with this current social need for “integration” in Australia, this advert falls horribly short. I found this advertisement offensive in the racist manner it portrays a young white male and those of Caucasian descent generally.
  • Surely there is a more appropriate way to make lamb appeal to all racial groups without resorting to an attempt to appease those of non-white European descent by mocking the white population of Australia.
  • He was racist in his comments about to many white people on TV and it was racist and offended me.
  • The very first thing the person says is both sexist and racist. The person points out that they are white and male saying that this adds to a lack of diversity. Pointing out someone’s race and gender in an advertisement and then denigrating such race or gender is both racist and sexist.

A representative from MLA said in response to the complaints, “MLA submits that this interpretation is unfounded. In fact, the Advertisements celebrate diversity and do not promote any act of discrimination, prejudice or vilification. The Advertisements depict a scene which unites Australians from all sections of the community to illustrate that lamb is the meat that doesn’t discriminate.

“In MLA’s opinion, there is no better way to address this issue than to feature Australians
from all walks of life and racial backgrounds in the Advertisements. The tongue-in-cheek
comment by no means treats white males unfavourably or seeks to ridicule such members of society. We submit that the reasonable viewer would not perceive this statement or the
Advertisements as a whole to be racist or sexist. The Advertisements promote acceptance and tolerance – not bigotry or the incitement of hatred towards white Australian males.”

The ASB agreed with MLA, ruling the advertisement did not portray or depict material in a way which discriminates against or vilifies a person or section of the community on account of race.

This isn’t the first time the MLA has been examined by the ASB. Its 2016 Aussie Day ad, featuring SBS news reporter Lee Lin Chin, ruffled a few feathers among the vegan community. Those complaints were also dismissed.

Please login with linkedin to comment

Latest News

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
Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM
  • Advertising
  • Marketing
  • Media

Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM

The relationship a reader has with a publisher has far more impact on the effectiveness of online ads than the surrounding editorial content, according to a new study, which suggests some concerns around brand safety may be misunderstood. The study – by Inskin Media, Research Now and Conquest Research – compared the conscious and subconscious […]

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional
  • Media

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional

Nova has announced that its Kate, Tim & Marty drive show will expand its reach beyond the metropolitan market to be syndicated across 48 regional stations from today. Kate Ritchie, Tim Blackwell and Marty Sheargold, who won the Best On-Air Team (Metro FM) trophy for the second year running at the 2017 Australian Commercial Radio […]

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne
  • Campaigns

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne

Apia takes a look at the real-life, relatable moments over 50s experience with its new campaign via DDB Group Melbourne. For 30 years Apia has been designing products and services for Australians over 50. This new Home Insurance, Health Insurance and Multi-Policy Discounts campaign aims to speak to people in a way that’s refreshing, relatable […]

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 […]

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, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]