In Hopefully The Last Piece Of News About The MLA Lamb Ad, ASB Dismisses Complaints

In Hopefully The Last Piece Of News About The MLA Lamb Ad, ASB Dismisses Complaints
SHARE
THIS



The most complained about ad in Australia’s history has been deemed fit for viewing and not in any breach of the code of ethics.

Yes, MLA’s Australia Day ad is still making news, but now it’s not the complainants making the news (all 600-and-something of them), but the Advertising Standards Bureau, dismissing all complaints about violence against vegans, racism and more.

At a meeting of the advertising standards board on Monday, the ASB came to the decision, releasing hundreds of pages of explanation and documentation to justify its decision. The board’s decision covers all versions of the advertisement.

The longest version, which only runs online, is two minutes, and has amassed around 1.7 million views on YouTube. The television version of the advertisement runs for 30 seconds.

The MLA advertising campaign encouraging people to eat lamb has become an annual event on Australia Day.

In a statement the MLA said it welcomed the decision.

“The advertisement has been viewed more than 4 million times across media channels and feedback remains overwhelmingly positive,” it said.

In case you’ve been hiding under a rock somewhere and missed the controversial spot, here it is:

Some of the statements regarding complaints included:

“The Board considered that the response from Lee Lin Chin to the news of the man being vegan is one of disappointment and a sense of failure associated with the whole operation and not being able to bring this patriot back to Australia because he is now vegan. The Board noted that the advertisement as a whole is intended to be humorous and has a movie-style theme to it.

“The Board noted that it had previously considered advertisements for other products (Budget Direct Captain Risky 0024/15) where the comedic and unrealistic nature of the advertisement as a whole created an overall tone that was humorous and fantastical and that the movie-style nature of the advertisement was evident to viewers. In the Board’s view, the comedic nature of this ad.

“The Board considered whether the vegan man is given ‘unfair or less favourable treatment ‘. In the Board’s view the man is not treated unfairly. He is not taken back to Australia – but this is not seen as being unfair to him as it appears that he does not want to eat meat so would not want to return to Australia for that reason. (side note: this is definitely the best line in the whole document).

“The Board first considered complainants’ concerns that the advertisement is discriminatory towards Indigenous Australians because of the reference to ‘Operation Boomerang.’ The Board noted that most members of the community would be familiar with the origins of a boomerang and its connection to Indigenous Australians. The Board also noted however the Macquarie Dictionary definition of boomerang to include a colloquial meaning of ‘something that is expected to be returned.’

“Finding that the advertisement did not breach the Code of Ethics, the Board dismissed the complaints.”

Hooray! Fingers crossed everyone now calms the eff down and gets on with it.

Please login with linkedin to comment

Advertising Standards Bureau Anytime Vision app creators Front Foot fruttare local news Newspaper of The Year Finalists YouTube

Latest News

opr Report: The Need To Rethink Content In A Post-Pandemic World
  • Media

opr Report: The Need To Rethink Content In A Post-Pandemic World

A new report shows the need for brands and organisations to rethink their approaches to marketing and communications content in a post-pandemic world. The new report, titled Future of Content and part of opr’s Futures series, takes an in-depth look at the changing way audiences find, consume, make and share content in Australia and around the […]

Are Media Appoints Jane Huxley As CEO, As Brendon Hill Departs
  • Media

Are Media Appoints Jane Huxley As CEO, As Brendon Hill Departs

Are Media has announced the appointment of a new chief executive officer to replace Brendon Hill. Jane Huxley is the new CEO and starts with Are Media on Monday 26 April. Huxley is a highly experienced executive with a background in digital and technology businesses. Most recently Huxley was the regional managing director for Spotify, […]

Expedia’s Brand Positioning Takes New Direction
  • Marketing

Expedia’s Brand Positioning Takes New Direction

Expedia has announced a new brand direction as the world prepares for the return of travel demand. The online travel giant’s new global positioning is grounded in the understanding that who you travel with matters, and comes after months of customer research. From an updated look and feel to enhanced product offerings, Expedia is looking […]

Equity Mates Media Joins The Acast Creator Network
  • Media

Equity Mates Media Joins The Acast Creator Network

Equity Mates Media, the number one finance and investing network for young Australians, has joined the Acast Creator Network. Its five podcasts, which are some of Australia’s favourites, will now be hosted and distributed by the creator-first podcast company Acast. Equity Mates Media was created to give everyday people the inspiration, information and confidence to […]

Shot of a young woman gardening at home
  • Media

iStock Reveals Top Tips To Visualise Sustainability In ‘21

After an unprecedented year of challenges, iStock research has shown that Australians and New Zealanders are increasingly expecting businesses to communicate with greater empathy, both in terms of a brand’s language as well as its visuals. Celebrated globally on April 22, Earth Day presents a timely opportunity for businesses to put empathy into practice, iStock […]

Pinterest And Shopify Expand Partnership
  • Marketing

Pinterest And Shopify Expand Partnership

Pinterest and Shopify have announced the expansion of their partnership to 27 additional countries. The partnership will provide more than 1.7 million Shopify merchants around the world with an easy way to bring their products to Pinterest and turn them into shoppable Product Pins to be discoverable across the platform. With the evolution of the […]