Sportsbet, Chrysler and Kia in ad watchdog's firing line

Sportsbet, Chrysler and Kia in ad watchdog's firing line
B&T Magazine
By B&T Magazine
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A television ad featuring a Chrysler driving in an “illegal manner” with its fog lights and headlights on at the same time is one of a crop of adverts to be banned.

The Advertising Standards Bureau (ASB) upheld complaints about the ad, forcing the advertiser to modify or cancel the campaign.

One complainant said: “Once again a motor vehicle advertiser is allowing vehicles to be shown operating on roads with their lighting configured in an illegal manner.”

“In this particular advertisement, as with  many car ads, the Chrysler 300C is shown at night time driving on a road with its headlights  and low mounted fog lights illuminated. This is a breach of the road laws…Advertisers should not be able to show vehicles being operated in  an illegal manner.”

Chrysler argued that the ad was filmed at around 4am in the morning in Melbourne “when visibility was poor due to a mist/fog rolling off the Yarra River”.

“It is only thanks to modern camera editing and lighting that the visibility in the advertisement appears to not be an issue.” 

Chrysler pledged to modify the ad "at the earliest possible time" to ensure it is no longer in breach of the Code.

Car brand Kia was also forced to pull down its ‘Move to a different beat’ TV ad after complaints that the car appeared to be speeding.

One complaint read: “In Melbourne we have recently had our CBD speed limit reduced to 40kms per hour.”

“ This ad clearly made the new Kia look good travelling very fast in the city. Given the present National road toll and traffic management in our city, I believe this to be inappropriate.”

The ASB determined that the ad depicted unsafe driving and breaking of the speed limit as the “roaring of the engine” gave an impression of speed.

Kia said the ad will be removed from broadcast and revised before it is re-aired.

Complaints that a Sportsbet mobile banner ad encouraged excessive gambling with the use of the phrase “Bet on every race, every day, from your mobile” were upheld.

One consumer was affronted that the ad appeared on their mobile phone when they played game apps such as Scramble with Friends.

“I object because: 1. It is suggesting people gamble on Every Race and Every Day. This is excessive gambling, and some people may over time in viewing the ad, feel that gambling/betting on every race is normal. It isn't.

“2. In addition, children & young adults can also see it. I believe Sports Betting & Gambling should be treated in the same way as other adult  products such as Alcohol and cigarettes. Therefore advertising should be limited to adult media only, at adult only times, and further that the ad should be changed to exclude the suggestion one should bet on every race, every day.”

The ASB upheld the complaints as The Board “noted that there is a genuine community concern around gambling and any portrayal that encourages excessive gambling”.

While Sportsbet discontinued the ad the betting firm hit back at The Board in its response to the determination.

Sportsbet said the ad “simply described the convenience of being able to bet on any race at any time if the Sportsbet App is downloaded” and rejected the notion it condones excessive gambling.

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