Complaint: 07/411

Vodafone Youth Foundation Website Advertisement

Details

Complainants
T. Stazyk
advertisers
Vodafone
Year
2007
Media
Digital Marketing
Product
Telecommunications
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document

2



07/


DECISION


Chairman's Ruling


23 August 2007


Complaint 07/411



Complainant: T. Stazyk

Advertisement: Vodafone New Zealand Ltd



Complaint: The advertisement for the Vodafone New Zealand Foundation's World of Difference programme featured a hooded person spray painting grafitti across the screen of the Yahoo!xtra homepage.



Complainant, T. Stazyk, said it was intrusive and "Worse, it glorifies antisocial, criminal behaviour" and was insulting.



The relevant provisions were Basic Principle 4 and Rule 5 of the Code of Ethics.



The Chairman noted T. Stazyk's view. He then noted that the programme advertised was to "make a difference to the lives of young Kiwis" by looking for their potential and helping them to be the best they can. Accordingly, he was of the view that the use of grafitti did not render the advertisement in breach of the Codes, as it promoted a socially worthwhile programme for youth. The Chairman said that advertisements in many other media could also be termed as being "intrusive", and this aspect of advertising did not fall within the bounds of the Advertising Codes, which mostly related to the content of advertisements.


Having made the above observations, the Chairman ruled that there were no grounds for the complaint to proceed.




Chairman's Ruling: Complaint No Grounds to Proceed