MLA Forced To Pull Latest Lamb Ad By The Monkeys After Ad Watchdog Overturns Decision

MLA Forced To Pull Latest Lamb Ad By The Monkeys After Ad Watchdog Overturns Decision
B&T Magazine
By B&T Magazine



The Advertising Standards Bureau (ASB) has spectacularly U-turned on its original decision regarding the latest lamb ad put out by The Monkeys for Meat & Livestock Australia (MLA).

The ad, which features a number of historical religious figures including the Hindu god Lord Ganesha, was cleared by the Advertising Standards Bureau (ASB) in September following a number of complaints.

However, the ASB has now said the ad breached section 2.1 of the AANA’s Code of Ethics around religious discrimination and upheld complaints.

The ASB said it noted the recommendation from the independent reviewer that the board was “clearly in error” in considering that the ‘elephant in the room’ comment in the ad is in the context of a joke, and that Lord Ganesha “answers in an assertive manner suggestive of his complicity in the light-hearted nature of this comment, and that this is not discriminatory or vilifying”.

“The board recognised that the advertiser is known for presenting laid-back advertisements with edgy Australian humour,” the ASB said.

“However, the board considered that the advertiser had given inadequate consideration to how seriously some Australians take their religious views, and did not pay due attention to the level of offence about something important to those people.”

MLA said in a statemen that it acknowledges the decision, but “respectfully disagrees”, and said the ad was conceived and intended to promote religious inclusiveness in a light-hearted and humorous manner.

“Most critically, it was never the intention of MLA to discriminate against or vilify any religious group. We confirm that the advertisement is no longer being broadcast,” the statement said.

Despite receiving complaints for many of the other past lamb ads they’ve done together, this is the first time MLA and The Monkeys have been forced to pull one.




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]