The Book Of Mormon’s Full Page Herald Sun Advert Given The All Clear

The Book Of Mormon’s Full Page Herald Sun Advert Given The All Clear
SHARE
THIS



A full page advert in the Herald Sun promoting the upcoming musical The Book Of Mormon which asks an Australian fan if she’s  “F****** HAPPY NOW” has been given the all clear from the Advertising Standards Board (ASB).

The Book of Mormon is a musical about two young Mormon missionaries who travel to Africa to preach the Mormon religion. It is religious satire musical written by Trey Parker, Robert Lopez, and Matt Stone- the creators of South Park.

The print ad appeared in the Tuesday 17 January 2017 newspaper with tweets from Casey Campbell, check it out:

A sample of complaints included the following:

“Indecent language used in advertisement. The very clear use of implied strong language used in the ad, supposedly masked by the use of asterisks, three times. There is no mistaking the intent of the ad and I was offended to read it. It is a very short and explicit ad on a large, mostly blank page. I have a child reading over my shoulder sometimes as I read the paper, and it would be completely inappropriate for them to read this.

“I believe that this contravenes Section 2.5 of the AANA Code of Ethics, that “strong and obscene language should be avoided”.

Here are the original tweets from Campbell posted way back in 2012 and 2013:

In response to the complaints, a representative from The Book Of Mormon said: “We sought and received editorial approval from the publication and worked with them to amend original tweet to copy that was acceptable to them.

“Similar ads ran in newspapers in the UK and received minimal complaints however the Advertising Standards Authority did not uphold these complaints. Also it is our understanding that the Herald Sun uses unedited expletives in editorial.”

In its rulings, the ASB noted the ad had been placed in the Herald Sun and considered that while some children may look through a newspaper in the Board’s view newspapers are not of themselves generally considered to attract a high child readership or to be directed to children.

“The Board noted that most of the letters are replaced with asterisks and considered that although most adults would understand what words are being referred to, in the Board’s view it would not be immediately obvious to younger children if they were to see the advertisement.”

The Board considered that the advertisement did not use strong, obscene or inappropriate language and determined that the advertisement did not breach Section 2.5 of the Code. 

Please login with linkedin to comment

INDEPTH The Book Of Mormon Tim Cahill

Latest News

Billie Eilish Teams Up With Nike To Release Vegan Air Jordans
  • Marketing

Billie Eilish Teams Up With Nike To Release Vegan Air Jordans

Influential Singer Billie Eilish is teaming up with Nike for a sustainable sneaker collection. Eilish, who was just named Time’s most influential person of the year announced the ethical sneaker collection on her Instagram. The collection’s sneakers will be 100 per cent vegan, made from over 20 per cent recycled material. Hardly surprisingly, considering, Eillish […]

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
  • Media

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies

The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]