AANA Evolves Code Of Ethics To Clarify Use Of Sexual Appeal In Ads

AANA Evolves Code Of Ethics To Clarify Use Of Sexual Appeal In Ads

The Australian Association of National Advertisers (AANA) has announced it has amended clause 2.2 of its overarching Code of Ethics to prohibit advertising that uses sexual appeal in a manner that is either ‘exploitative or degrading’.

Previously, the code prohibited the use of sexual appeal that was ‘exploitative and degrading’.

At the same time, the AANA has amended its definition of ‘exploitative’ to ensure greater clarity for advertisers. The existing prohibition on the use of any sexual appeal in advertising that portrays minors remains unchanged.

The AANA said that in evaluating the application of section 2.2 of the Code of Ethics, it could see no logical reason why ads that the Advertising Standards Board deemed to use sexual appeal in a manner that was ‘exploitative’ alone should also not be prohibited under the code.

The term ‘exploitative’ will now be defined as: “(a) taking advantage of the sexual appeal of a person, or group of people, by depicting them as commodities; or (b) focusing on their body parts where this bears no relevance to the product or service being advertised.”

To date, exploitative has been defined as: “clearly appearing to purposefully debase or abuse a person, or group of persons, for the enjoyment of others, and lacking moral, artistic or other values.”

The definition of ‘degrading’ will remain unchanged as “lowering in character or quality a person or group of people”.

AANA chief executive John Broome said: “We are confident that the changes we are now making to the Code of Ethics and the accompanying practice note will better align to community expectations.

“We want to make it absolutely clear that it is not acceptable to use sexual appeal either by depicting people as commodities or by focussing on their bodies when such a focus bears no relevance to the product or service being advertised.

“Furthermore, when the ASB conducted extensive community research recently to evaluate the extent to which Advertising Standards Board determinations aligned with broader community opinion, it emerged that clause 2.2 could be drafted in such a way to improve alignment with community standards.”

Broome said the AANA had taken note of community debate about the use of sexual appeal both in popular culture and in advertising.

It also consulted closely with the Advertising Standards Bureau and industry bodies like the Outdoor Media Association, which Broome said are fully supportive of the proposed amendments.

“For the vast majority of advertisers, this change will not impact their modus operandi,” he said.

“The reality is that most already ensure that their advertising does not use sexual appeal in a manner which is exploitative or degrading.”

The changes to the AANA’s Code of Ethics will come into effect on Thursday 1 March 2018.




Latest News

Social Soup Announces Major Partnerships Hire & Promotion
  • Advertising

Social Soup Announces Major Partnerships Hire & Promotion

Social Soup announced two new appointments, with the promotion of Cara Norris to head of growth and partnerships and the recruitment of Carolyne Gowen as client partnerships director. It follows the business’s second Influence Upfronts – the bi-annual influencer marketing industry update – in mid-May. Lead image: left to right, Carolyne Gowan and Cara Norris […]

Lisa Down & Leila Cranswick Join Ogilvy Sydney As Creative Directors
  • Media

Lisa Down & Leila Cranswick Join Ogilvy Sydney As Creative Directors

Lisa Down and Leila Cranswick will will Join Ogilvy In Sydney CBD as creative directors. The duo will work closely with Ogilvy Network ANZ chief creative officer Toby Talbot and the Ogilvy Sydney creative leaders, tapping into and working with the agency’s multiple pillars. Lead image: left to right, Leila Cranswick and Lisa Down, creative […]

NGEN Raises More Than $37,000 For Bravehearts In NGEN Dodgeball Show-Down
  • Advertising

NGEN Raises More Than $37,000 For Bravehearts In NGEN Dodgeball Show-Down

More than 400 members of the MFA NGEN community have taken to the dodgeball courts across Brisbane, Sydney, and Melbourne for the 10th annual NGEN charity cup dodgeball tournament, raising $37,428 for UnLtd charity partner Bravehearts. Fundraising efforts involved competing teams of NGENers selling raffle tickets for prizes generously donated by industry supporters, including a […]

James Schaw Promoted Inside Clems
  • Advertising

James Schaw Promoted Inside Clems

James Schaw has been appointed as the national workplace experience and building manager. Schaw will oversee all Clemenger Group workplaces across Australia, prioritising employee safety and wellbeing, as well as the Group’s values. James (Jimmy) has been an integral part of the Clemenger Group family in Melbourne since joining the company in 2009. He began […]

Nathan Cleary & Rexona Launch Two-Year Partnership With New Campaign
  • Campaigns

Nathan Cleary & Rexona Launch Two-Year Partnership With New Campaign

Rexona has launched an exciting new campaign with NRL sensation Nathan Cleary for its new creative platform, “Bring The Heat”. Cleary has entered into a two-year partnership with the antiperspirant brand, whose mission is to inspire confidence in everyone to move more. Spearheaded by Generator United and Photoplay, the new campaign showcases Rexona’s 72H Advanced […]

Keep Left Wins Go-To-Market, Brand & Comms Work For Sircel
  • Advertising

Keep Left Wins Go-To-Market, Brand & Comms Work For Sircel

Australian green tech company Sircel appointed PR and creative agency Keep Left to develop an integrated go-to-market strategy, including a refreshed brand positioning and communications strategy. Lead image: Laura Agricola, Keep Left strategy director Keep Left has been engaged as Sircel’s strategic communications partner, kicking off with a focus on brand positioning and messaging. The […]

Flight Centre Taps Qualtrics For AI Customer Experience Program
  • Advertising

Flight Centre Taps Qualtrics For AI Customer Experience Program

Flight Centre has announced a new partnership with Qualtrics to use its AI smarts to unlock actionable customer insights across multiple channels with conversational analytics and natural language processing. While traditional customer experience programs focus on structured feedback, such as satisfaction and post-sale surveys, Flight Centre is gaining a more complete view of its customers […]

CMOs To Watch: Hawthorn FC’s Dan Hamer’s Next Big Partnership
  • B&T Exclusive

CMOs To Watch: Hawthorn FC’s Dan Hamer’s Next Big Partnership

From managing partnerships at one of Australia’s oldest AFL clubs to planning a wedding in October, Hawthorn Football Club’s head of commercial partnerships and growth, Dan Hamer, has a lot on his mind. Welcome back to ‘CMOs To Watch‘ . Once a month, we look beyond the biggest marketing bosses in Australia and the world to […]