Complaints Against NAB’s Billboard Of Toddler Having A Bath Dismissed

Complaints Against NAB’s Billboard Of Toddler Having A Bath Dismissed

Complaints against the recent NAB More than Money campaign, by Clemenger BBDO Melbourne, have been dismissed by the Advertising Standards Board (ASB). People complained the image of a toddler having a bubble bath was sexual.

The advert ran across TV, online, out-of-home, digital, social media and in-branch. It was the NAB’s first whole-brand refresh in six years. The first More than Money campaign centred on emotional drivers of people against rational facts about money.

This billboard, placed inside NAB branches, depicts a toddler having a bath. The image shows only the toddler’s face and neckline and lots of bubbles. The NAB logo is in the top right corner along with the text, “more than money” and underneath the toddler’s head it reads, “This is a home loan.”


A sample of comments which the complainants made include:

  • I don’t know what they are even trying to say/promote but in this day and age with the inappropriate sexualisation of young girls and widespread concern about paedophilia, I think this add is completely inappropriate and should be removed from all locations.
  • The bank is advertising loans. Nothing is gained by having a picture of a small child sitting, naked, in a bath – it is irrelevant and unnecessary. I think it is inappropriate – the child could have been photographed doing any activity, fully clothed. That child is someone’s daughter and her picture is on posters inside the bank and is being plastered across the internet – any person could easily obtain a copy of it.

In response to the complaints, a NAB representative told the ASB: “We are sorry to hear that a recent NAB advertisement has caused concern for a member of the community. It is never our intention to cause any discomfort or distress with any of our advertisements.

“In addition to engaging with Clemenger BBDO to ensure the advertisement complied with advertising standards, numerous representatives from NAB (including legal and risk team members) considered the advertisement before proceeding and publishing. We worked closely with our agency to ensure the child was represented in a dignified and respectful manner.

“We do not believe that the image represents a sexualisation of the child. It is a picture of a toddler sitting in a bath full of bubbles, reminding us of one of the joys of parenthood – and connecting with a parent’s understanding that life is very much about more than money.”

The ASB agreed with NAB, noting that “while the facial expression of the child is very solemn, the manner in which the child is depicted is not sexualised, she is covered in bubbles and is in a bubble bath, and the level of nudity is not explicit or inappropriate.

“Overall the Board considered that the complainant’s interpretation of the advertisement is an interpretation unlikely to be shared by the broader community.”

Please login with linkedin to comment

INDEPTH NAB. Clemenger BBDO Melbourne

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]