Vodafone Television Advertisement
18 September 2007
Complainant: P. Aden
Advertisement: Vodafone New Zealand Limited
Complaint: The television advertisement with the tagline "Make the Most of Now" included the following voice-over, with accompanying images: "Isn't the world a great place. I mean, just think of all the things you can do now... If you don't have boobs you can just go and buy a pair.."
Complainant, P. Aden, said: "...This kind of language and imagery is completely inappropriate for children's television."
The relevant provision was: Code of Ethics, Basic Principle 4.
The Chairman noted P. Aden's view. He took into account that the Complainant had seen the advertisement, which had a G classification (May be telecast at any time) from the Television Commercial Approvals Bureau, at approximately 3.54pm on TV2. He then referred to his previous ruling in Decision 07/329 where he had observed that the advertisement "... contained a series of light hearted examples about changes in society, which among other things commented on a woman's ability to change her physical appearance."
He then confirmed that the reference to "fake breasts" was a minor part of a fast moving and variety filled advertisement, which in his view in the matter before him, had been prepared and shown with a due sense of social responsibility, and there was no apparent breach of the Advertising Codes.
The Chairman ruled there were no grounds for the Complaint to proceed.
Chairman's Ruling: Complaint No Grounds to Proceed