Complaints about internet advertisements have declined since the Advertising Standards Bureau (ASB) introduced the online ads to its complaints process.
According to ASB CEO Fiona Jolly, the number of complaints regarding online advertisements has declined since they were included in June 2007.
“According to our complaints management system, the number of internet advertisements complained about between June and December 2007 is double that of the total number for the 2008 year-to-date,” Jolly said.
She said the ASB has received about 37 internet advertisements complaints since June 2007. In 2008 only 12 internet advertisements have been the subject of complaints. Overall, more than 420 advertisements have been the subject of complaints this year.
At its October meeting the ASB board dismissed complaints against two internet advertisements out of a 43 advertisements it considered.
“In both cases the board carefully considered the advertisements against all appropriate sections of the AANA Code of Ethics and found the advertisements did not breach the code,” Jolly said.
She said the board dismissed complaints against Goodman Fielder’s Copperpot Dips ad which portrays animated vegetables in a microwave, as well as complaints against Tartarus’ Hell Pizza which has a website using themes arising from its name.
“In the case of Tartarus the board noted that it was not unreasonable for an advertiser to use the name of the company to create marketing for its products.”
“The board also found that the depiction of a tomato and an onion in the Goodman Fielder advertisement were in a very unrealistic cartoon style and in no way breached the health and safety section of the AANA Code of Ethics,” Jolly said.
All advertisers have responded to the determinations made by the board at its October meeting and, if complaints were upheld, have removed or discontinued their ads.
