Vodafone Television Advertisement
7 June 2011
Complainant: C. Jamieson
Advertisement: Vodafone NZ Limited
Complaint: A television advertisement promoted an upgrade to MYSKY HDi via Vodafone. The advertisement shows a set of shelving and people moving in and out of shot filling the shelves in fast motion. The image of the shelving at the end of the advertisement resembles a television test pattern.
Complainant, C. Jamieson expressed concern that the inclusion of the fast images held the potential for subliminal advertising. The Complainant said that such advertising if it included politicians could impact on the election.
The relevant provision was Basic Principle 4 of the Code of Ethics.
The Chairman noted the concerns of the Complainant with regard to the use of subliminal advertising. The Chairman confirmed that she was only able to consider the advertisement that was the subject of the complaint before her in this ruling. The Chairman viewed the advertisement and noted the fast motion scenes but did not see any prima facie case for a breach of Basic Principle 4 of the Code of Ethics. The Chairman said the advertisement met the requirement for a due sense of social responsibility and there was no apparent breach of the Code.
The Chairman ruled that there were no grounds for the complaint to proceed.
Chairman's Ruling: Complaint No Grounds to Proceed