Complaint: 14/097

Wicked Campers Vehicle

Details

Complainants
L. Pettersson
advertisers
Wicked Campers
Year
2014
Media
Out of Home
Product
Vehicles / Transportation
Clauses
Decision
Upheld / Settled
ASA Links
Website Listing
Decision Document

Document

COMPLAINT NUMBER
14/097
COMPLAINANT
L. Pettersson
ADVERTISER
Wicked Campers
ADVERTISEMENT
Wicked Campers Vehicle
DATE OF MEETING
8 April 2014
OUTCOME
Upheld


SUMMARY

The Wicked Campers vehicle featured a cartoon of a man behind a woman accompanied by "Gangnam" style text. The text on the back of the vehicle said: "Up the bum. No babies!"

The Complainant said they found the image and the text in the advertisement offensive..

The Complaints Board said that while there was a level of ambiguity about what the couple was doing, the text on the back of the van clearly offended against generally prevailing community standards.

When considering the medium of a rental van, its high visibility and mobility, the Complaints Board considered the offensive nature of the advertisement and the wide range of people that could potentially view it (including those under 18 years of age) meant the advertisement was likely to cause serious and widespread offence in light of generally prevailing community standards.

The Complaints Board said the advertisement had not been prepared with a due sense of social responsibility to consumers and to society.

Accordingly, the Complaints Board ruled to Uphold the complaint.

[Advertisement to be removed]

Please note this headnote does not form part of the Decision.



COMPLAINTS BOARD DECISION

The Chairman directed the Complaints Board to consider the advertisement with reference to Basic Principle 4 and Rules 4 and 5 of the Code of Ethics. This required the Complaints Board was required to consider whether the advertisement contained anything which clearly offended against generally prevailing community standards taking into account the context, medium, audience and product and whether, given the generally prevailing community standards it contained anything that was likely to cause serious or widespread offence. The Complaints Board was also required to consider whether the advertisement had been prepared with a due sense of social responsibility to consumers and to society.

The Complaints Board noted the Advertiser had previously indicated it would not be responding to the complaint.

Looking at the images and text on the vehicle, the Complaints Board said that while the image on the side of the vehicle had a level of ambiguity about what the couple were doing, the text on the back of the van clearly offended against generally prevailing community standards.

When considering the medium in which the advertisement appeared, the Complaints Board said the high visibility and mobility of the rental van meant the offensive the image and text would potentially be visible to a wide range of people (including those under 18 years of age) meant the advertisement was likely to cause serious and widespread offence in light of generally prevailing community standards and in breach of Rules 4 and 5 of the Code of Ethics.

As such, the Complaints Board also said the advertisement had not been prepared with a due sense of social responsibility to consumers and to society and ruled the advertisement was in breach of Basic Principle 4 and Rules 4 and 5 of the Code of Ethics.

Accordingly, the Complaints Board ruled to Uphold the complaint.



DESCRIPTION OF ADVERTISEMENT

The Wicked Campers vehicle featured a cartoon of a man behind a woman accompanied by "Gangnam" style text. The text on the back of the vehicle said: "Up the bum. No babies!"


COMPLAINT FROM L. PETTERSSON

A crude graphic and text on a wicked van seen in Marahau, Abel Tasman in February.on the side a couple having anal sex with text Gangnam style written alongside. On the rear of the van it says "up the bum, no babies."

I found this to be very offensive and totally unnecessary, especially as I was walking past it with my grandchildren.

CODE OF ETHICS

Basic Principle 4: All advertisements should be prepared with a due sense of social responsibility to consumers and to society.

Rule 4: Decency - Advertisements should not contain anything which clearly offends against generally prevailing community standards taking into account the context, medium, audience and product (including services).

Rule 5: Offensiveness - Advertisements should not contain anything which in the light of generally prevailing community standards is likely to cause serious or widespread offence taking into account the context, medium, audience and product (including services).



RESPONSE FROM ADVERTISER, WICKED CAMPERS

As per our discussion we will not be lodging any response to previously mentioned complaint.