Complaint: 15/020

Wicked Campers Vehicle

Details

Complainants
D. Pushenko
advertisers
Wicked Campers
Year
2015
Media
Out of Home
Product
Vehicles / Transportation
Clauses
Decision
Upheld / Settled
ASA Links
Website Listing
Decision Document

Document

COMPLAINT NUMBER
15/020
COMPLAINANT
D. Pushenko
ADVERTISER
Wicked Campers
ADVERTISEMENT
Wicked Campers Vehicle
DATE OF MEETING
24 February 2015
OUTCOME
Upheld



SUMMARY

The Wicked Camper rental car had a quote from Robin Williams printed on the passenger door. The quote read: "Unfortunately, God gives men a brain & a penis & only enough blood to run one at a time. Robin Williams"

The Complainant said the advertisement was offensive and inappropriate.

The Complaints Board was disappointed that this particular Advertiser had a policy of not responding to complaints (14/097, 14/092; 14/404; 14/544). It also expressed its concern at the Advertiser's refusal to engage with, and respect, the principles of self-regulation.

The Complaints Board said the quote on the side of the vehicle was deliberately provocative and was likely to cause serious and widespread offence to the majority of audiences. The Complaints Board ruled to Uphold the complaint.

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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 Rule 5 of the Code of Ethics. This required the Complaints Board to consider whether the advertisement, taking into account generally prevailing community standards, contained anything that was likely to cause serious or widespread offence to most people. 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 concerns of the Complainants that the quote on the side of the rental car was offensive and inappropriate.

As a preliminary matter, the Complaints Board noted numerous attempts by the Secretariat to contact the Advertiser for a response to the complaint; however, no response had been received by the deadline given. The Complaints Board was disappointed that this particular Advertiser continuously not responded to complaints (14/097, 14/092; 14/404; 14/544). It also expressed its concern at the Advertiser's repeated refusal to engage with, and respect, the principles of self-regulation.

The Complaints Board then turned to look at a photograph of the vehicle which included the Wicked Camper's logo and a quote from Robin Williams which said "Unfortunately, God gives men a brain & a penis & only enough blood to run one at a time."

The Complaints Board were of the view the advertisement, which did not contain any swear words and was on the passenger door, not rear door of the car, still had high visibility and mobility. The Complaints Board took into account the quote on the car and the wide range of people that could potentially view the advertisement (including those under 18 years of age). The Complaints Board said the quote on the car door, was deliberately provocative and offensive and due to its medium, was widely accessible by a varied audience.

The Complaints Board said while the quote may appeal to the Advertiser's target market, it clearly offended against generally prevailing community standards and was likely to cause serious and widespread offence. The Complaints Board, taking into account there was no response submitted from the Advertiser, 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 Rule 5 of the Code of Ethics.

Accordingly, the Complaints Board ruled to Uphold the complaint.



DESCRIPTION OF ADVERTISEMENT

The Wicked Camper rental car had a quote from Robin Williams printed on the passenger door. The quote read: "Unfortunately, God gives men a brain & a penis & only enough blood to run one at a time. Robin Williams"

COMPLAINT FROM D. PUSHENKO

I would like to lodge a complaint in regards to the advertisement Wicked Campers made on their vehicles. I have come across such vehicle a Cable Bay (near Taipa, Mangonui)

Please see attached photograph for the content of the advertisement. My family and I found this inappropriate and offensive.

Please let me know what actions you are planning to order to prevent this from re occurring.

CODE OF ETHICS

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

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

No response submitted.