Vodafone "Nice Melons" Billboard Advertisement
25 May 2004
Complainant: P. Fitzgerald
Advertisement: Vodafone New Zealand Ltd
Complaint: The billboard advertisement promoting picture texting, contained an image of water melons preceded by the word "NICE" and followed by an exclamation mark. The byline said: "Who knows what you'll get back. ...PXT".
The Complainant was of the view that the campaign was "grossly irresponsible" as it "could invite a younger person to make harassing or obscene text messages....".
The relevant provision was the Code of Ethics, Basic Principle 4 and Rule 5.
The Agency, LoweWorldwide, advised the Complaints Board, on behalf of all parties concerned: "... Due to the feedback regarding this particular advertisement, our line of action has been to take the PXT outdoor billboard campaign down.
We believe that this was best for all parties involved."
The Chairman noted the action taken and was of the opinion that the matter had been resolved and could be regarded as settled. As the principles of self-regulation had been fulfilled it would serve no further purpose to place the matter before the Complaints Board.
The Chairman ruled the complaint was settled.
Chairman's Ruling: Complaint Settled