Complaint: 17/131

Orion Health Out of Home

Details

Complainants
advertisers
Orion Health
Year
2017
Media
Out of Home
Product
Health and Beauty
Clauses
Decision
Upheld / Settled
ASA Links
Website Listing
Decision Document

Document





COMPLAINT NUMBER
17/131
COMPLAINANT
G MacKay
ADVERTISER
Orion Health
ADVERTISEMENT
Orion Health Out of Home
DATE OF MEETING
5 May 2017
OUTCOME
Settled


Advertisement:
Orion Health Billboard with an image of the inside of a prison cell and the
words 'Can what's in your cells predict if you'll end up in one?' The billboard provided the link
to a blog.

The Chair ruled the complaint was Settled.

Complainant,
G MacKay, said: I first saw this billboard on Tuesday 11 April 2017 on my
way to work. I think it probably went up between 7 and 10 April. I feel it strongly references
eugenic principles to obtain sensationalist publicity, and that this is inappropriate. The blog
referenced merely nods to the negative consequences of what is implied by the imagery and
question posed, and largely discusses health outcomes due to epigenetic modification,
rather than anything where genetic/epigenetic information impact social outcomes. It totally
ignores the fact that genetic information can be used to infer ethnicity, and ethnicity/race is
correlated with incarceration. Furthermore, the question asks whether what is in your cells
can be used to predict whether you end up in prison - and it can - but neither the billboard
nor the blog post do anything to address whether it should. I commented on the Orion Health
Facebook post about the billboard..

The relevant provisions were Code of Ethics - Basic Principle 4, Rule 2, Rule 4, Rule 5.

The Chair noted the Complainant's concerns that the reference to Eugenic principles in
discussing incarceration predictions was inappropriate.

Upon receipt of the complaint, the Advertiser had contacted the Secretariat to confirm the
advertisement had been withdrawn.

Given the Advertiser's co-operative engagement with the process and the self-regulatory
action taken in removing the advertisement, the Chair said that it would serve no further
purpose to place the matter before the Complaints Board. The Chair ruled that the matter
was settled.

Chair's Ruling: Complaint Settled