Complaint: 15/239

Vodafone Television

Details

Complainants
S. Meek
advertisers
Vodafone
Year
2015
Media
Television
Product
Telecommunications
Clauses
Decision
No Grounds to Proceed
ASA Links
Website Listing
Decision Document

Document

COMPLAINT NUMBER
15/239
COMPLAINANT
S. Meek
ADVERTISER
Vodafone New Zealand
ADVERTISEMENT
Vodafone Television
DATE OF MEETING
2 June 2015
OUTCOME
No Grounds to Proceed



Complaint: The television advertisement for Vodafone (VOD3467 90 1) showed a courier driver trying to find the owner of a lost piglet by calling and emailing friends. When he discovers the piglet has escaped from a free-range pig farm, the courier pretends to give the pig back to the owner but instead hides the pig in his van.

The advertisement stated, in part:

"Stay connected with NZ's leading mobile network."

Complainant, S. Meek, said: the advertisement sent the message that it was ok to steal.

The relevant provisions were Basic Principle 4 and Rule 2 of the Code of Ethics.

The Chairman noted the concerns of the Complainant the advertisement promoted theft which was misleading.

The Chairman disagreed. She was of the view the advertisement was a light hearted and comedic interpretation of how people can 'stay connected' in rural areas with the Vodafone network. She noted that while the man took the piglet rather than giving it back to the farmer most people would understand this was saving the piglet, not stealing it.

As such, the Chairman said the depiction of the man taking the piglet in the advertisement was unlikely to encourage people to steal and did not promote theft. She ruled the advertisement was not in breach of Rule 2 of the Code of Ethics and had been prepared with a due sense of social responsibility to consumers and society, not in breach of Basic Principle 4 of the Code of Ethics.

The Chairman said there was no apparent breach of the Advertising Codes and ruled that there were no grounds for the complaint to proceed.


Chairman's Ruling: Complaint No Grounds to Proceed