A Nandos’ radio ad featuring a voice imitating celebrity chef Gordon Ramsay practicing his customary swearing has been rapped by ad watch dog Advertising Standards Bureau.
It was one of 12 ads that were reprimanded by the board in the latest session of the ASB board.
The Nandos ad features the word ‘fuck’ with the middle letters bleeped out. The board acknowledged the middle section of each word had been bleeped out but considered it word was clearly recognisable as the letters f and k could be heard at the beginning and end of each usage. Nandos has since stopped the ads.
In another case a Meat & Livestock Australia ad for lamb, has been criticized for a point of sale advert which includes the line ‘Serve mum lamb this mother’s day, because its never too late to be put up for adoption’.
The board received a complaint from an adopted child who said it was insensitive to imply adoption was a result of parents being unhappy with their child. MLA agreed to write to the complainant to apologies for the distress the ad caused. The ads are no longer being used and agreed to never use the line in future advertising.
Finally, complaints against a TVC from Trading Post has also been upheld. The ad was rebuked for having a “violent depiction of a child”. It features a young boy who likes to push things around the house - including his sister where in one scene she falls to the ground.
While Sensis, owner of Trading Post, did not agree with the complaints, the board agreed the actions of the boy in the advertisement were of a “violet nature” and “could inflict harm on the victim”.
Sensis has decided to take the case to the Advertising Standards Bureau independent review process and will continue to screen the ad as it is until that review is finalised.
